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论文编号：	1086
作者编号：	2120071972
上传时间：	2009/6/6 0:01:08
中文题目：	壳牌中国（车用）润滑油市场营销
英文题目：	The Marketing Strategy Researc
指导老师：	韩德昌
中文关键字：	壳牌 车用润滑油 营销战略 营销<
英文关键字：	Shell　Lubricants　Marketing s
中文摘要：	随着改革开放，中国加入WTO，润滑油关税逐年递减，中国润滑油行业进入更加开放的国际化竞争时代。国内汽车市场快速发展，中国车用润滑油市场的迅速扩大，使得壳牌在中国的润滑油业务得到了飞速的发展，壳牌的销售额在2007年增长达到20%，成为中国润滑油市场排名第一的国际能源公司。 目前，亚太地区成为全球最大的润滑油消费地区，而中国则成为润滑油市场的佼佼者，鉴于中国润滑油市场前景广阔。因此，壳牌在2008年全面调整车用润滑油产品线，全面提价，革新了其品牌组建，磨刀霍霍，准备占领更广阔的市场。 但是壳牌在推行其强劲的品牌和营销战略时还不得不面临一些挑战：壳牌与统一的整合仍然在进行；随着金融危机的侵袭，经济衰退的影响日益严重，润滑油市场气氛凝重；中石化、中石油两大集团在他们“上攻高档油”的策略引导下，不断占领着高端润滑油市场，价格竞争激烈，流通渠道的重组；环保和节能法规的日益严格，带动了车用润滑油质量标准的发展，成为影响其市场结构的重要因素；消费者的行为也日趋多样化，例如更加注重体验，网络搜索与分享，并随着汽车结构的日趋复杂，促使润滑油的消费模式从自主型消费为主转向托付型消费为主；公众对公司的企业形象、社会责任、和可持续发展日益关注，已成为影响消费者购买行为的重要因素。 本文通过对前人的理论研究进行了回顾，得出壳牌要成功卫冕其在车用润滑油（下简称润滑油）的领先地位，必须对营销战略做出相关调整，将产品、价格、渠道打造出来的强势品牌和人、沟通结合起来，才能打造出经久不衰的品牌。在本文中，通过对全球润滑油概况、中国润滑油行业分析、壳牌润滑油竞争态势分析、消费者的行为特征分析，将壳牌合理定位，提出了壳牌中国润滑油市场的营销战略。并通过调整营销组合策略，在营销管理方面做出了相关的创新，为未来壳牌中国润滑油的发展指出了比较清晰的方向。
英文摘要：	With China’s reform and opening up and accession to WTO, The tariff of Lubricants has been decreasing year by year, which leads the Lubricants industry to an era with more international and fierce competition. The rapid development of China’s domestic auto market also leads to the expanding of China’s lubricants market, which makes the lubricants business of Shell achieve a great development, with 20 percent increase in the saleroom which ranked the No.1 place of the international oil companies in 2007. At present, the Asia Pacific region is account for the largest consumption of the lubricants and China has became the market leader. Given the bright prospects for China’s lubricants market, Shell comprehensively adjusted the lubricants line, with higher price and new brand strategy, preparing to gain much market share. In the implementation of its strong brand and marketing strategies, Shell has to face more challenges: The integration with Unity is still in progress; With the financial crisis hit, the impact to lubricants market is becoming increasingly serious; Sinopec and PetroChina arose price competition as well as the restructuring of distribution channels, continuously occupied the high end market, with the strategy of “attack the high tier market”; The regulation of environment protection and energy saving, driving the improve of vehicle lubricant quality standard, which is the main factor for a new market restructure; Consumer behavior are becoming increasingly diversified, paying more attention the their experience, web search and sharing; With the increasing complexity of vehicle structure, the consumption patterns has changed from own-consumption oriented to trust-based consumption oriented; Public awareness to the company’s corporate image, social responsibility, and sustainable development policy, has influence the buying behavior of consumers. Based on the review of previous theoretical studies, this paper gets the conclusion that, in order to defend the leading position in China’s lubricant market, Shell has to adjust its marketing mix, combining the product, price, and place with people, and communication. Based on the overview of the word’s oil situation, China’s lubricates industry analysis, Shell’s lubricants competition analysis, consumer’s behavior analysis, this research puts forward the marketing strategy for Shell. With the repositioning, adjusting of the marketing mix, and the innovation of marketing management, it gives a relatively clear direction for the growth of Shell’s lubricants business in China.
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