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论文编号：	4653
作者编号：	2120102403
上传时间：	2012/12/7 12:12:25
中文题目：	出光润滑油(中国)公司营销策略及实施的研究
英文题目：	The analysis of IDEMITSU lubricant China’s marketing tactics and it’s implementation
指导老师：	李东进
中文关键字：	出光润滑油，营销策略，4P理论，关系营销
英文关键字：	IDEMITSU Lubricant，marketing，4p theory，relationship marketing
中文摘要：	随着中国经济的快速发展，特别是国内汽车市场的持续火爆，在工业领域起着举足轻重作用被誉为机械血液的润滑油，得到了长足的发展。壳牌、美孚、嘉实多等外资品牌霸占着高端润滑油市场，而中石化、中石油两大国企下属的润滑油品牌在中端润滑油市场占据主导，低端润滑油市场上鱼龙混杂各个民营私企充斥其中，因此要想在竞争如此激烈的市场上生存下来并得到发展，必须要有一整套完善的策略，而市场营销策略对于每个润滑油企业无疑是重中之重。市场营销是企业生存和发展的命脉，其目的是为满足消费者或用户的需求而提供商品或劳务的整体营销活动。行之有效的营销可以为企业带来丰厚的利润，为企业的发展提供强有力的动力，它的策略的选择直接影响企业的发展，因此基于市场营销的关键作用，如何设计一套适合自身的策略，对企业来讲至关重要。出光兴产作为日本最大的石油公司之一，是从石油的开发（原油探矿）、运输、到冶炼精制，并销售各种石油制品的综合石油集团，也是世界500强企业，在日本有着近8000家加油站。出光润滑油（中国）有限公司是中国国内唯一一家日本出光兴产100%投资的生产制造企业，国内许多知名的车企如广州本田、东风本田、一汽丰田、东风日产都是其客户，但是其营销策略始终集中在OEM即贴牌生产上，在发展过程中，其营销策略成为制约公司发展的关键因素之一。本文分析了国内润滑油市场以及出光润滑油（中国）有限公司的现状，对该公司产品营销策略进行了系统的研究，并根据产品、价格、渠道、促销的4P理论、关系营销理论以及中国润滑油市场的现状，为出光润滑油（中国）有限公司公司设计了合理的营销策略和实施这个策略应该采取的保障措施，以帮助该公司改进营销策略。
英文摘要：	With high developing speed of China economic, especially for the domestic car market is booming, the machine blood lubricant which makes an important role in industry, also get a great development. Foreign brands such as Shell, Mobil, Castrol Occupy high-end lubricants market, the Subsidiaries which belong to Sinopec and CNPC the two major state-owned oil enterprises hold the leading in the end lubricants market, and various private companies flood in the low-end lubricant. In order to survive and develop, there must be a set of comprehensive strategies and Undoubted, for each lubricant company, marketing is a top priority. Marketing is a systematic activity under the purpose of satisfying the requirement of customer. An effective marketing will make huge profit and great driving force. The tactics of market will even decide a future of enterprise, thus to draw a suitable tactics is important. As one of the largest oil companies in Japan, IDEMITSU KOSAN is an integrated oil group which is involved in the whole process from oil exploration (oil prospecting) transport refining to final production sales, is also the world's top 500 enterprises, has nearly 8,000 service stations in Japan. IDEMITSU LUBE(CHINA) CO;.LTD is the only manufacturing enterprise which is 100% investment by IDEMITSU KOSAN in China. Many well-known domestic car firms such as Guangzhou Honda, Dongfeng Honda, FAW Toyota, Dongfeng Nissan are all its customers, but its marketing strategy has always focused on the OEM. During the development of this company, marketing tactics is always being a key factor of those restrict the development of company. This thesis makes systematic analysis of China lubricant market and status of the company especially for the marketing tactics, then according to Product, Price, Place, Promotion the 4P theory, relationship marketing theory and the status of China Lubricant market, we draw a sensible market tactics and maintain guard in order to improve sales status.
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