Translated Abstract
China＇s auto production volume since 2009 ranks the first in the world, and automotive lubricants market with high speed growth.The present China has become the world＇s second largest automobile lubricating oil consumer, in this case, the world＇s oil industry giants are keeping a close eye on the Chinese market, China＇s automobile lubricating oil market competition is increasingly fierce.SK energy lubricating oil company is the world＇s top 500 enterprises of SK group subsidiaries, hope can quickly occupy a higher market share in China, for the Chinese market channels to our customers and consumer recognition as well as the market continues to grow.But current SK vehicle-use lubricant has exposed in the Chinese market marketing strategy including target market and market positioning is not clear, low efficiency of marketing mix strategy and brand strategy planning myopic problem restricts the development of SK vehicle-use lubricant.
This paper analyse and evaluate internal environment and internal resources ,ability of the SK Energy Lubricats（China）company, and the theory of market segmentation marketing theory and tools, combined with SK vehicle-use lubricant at present in the Chinese market marketing performance, and promulgates its marketing strategy on the basis of these analyses existing problems and improvement measures.Specifically, this paper introduces the SK company profile, SK vehicle-use lubricant marketing strategic status, SK vehicle-use lubricant internal environment, on the basis of analysis the current SK vehicle-use lubricant indirect sales strategy, pricing and promotion strategy, product and brand strategy, talent strategy, etc, there are shortcomings, and argues that the problems existing in the current SK vehicle-use lubricant marketing strategy is the company does not understand the Chinese market, localization strategy implementation does not reach the designated position, lack of global view, the lack of effective sales personnel development mechanism, the company attaches great importance to brand development aspects of reasons for this.This article analysis the SK vehicle-use lubricant marketing strategy can be to make improvement and adjustment from the following several aspects: first, adjust the company current channel sales model, establish a new mode of the whole channel and retail;Second, the adjustment of SK vehicle-use lubricant pricing strategy and promotion strategy;Third, adjust the SK automotive lubricants product innovation strategy and brand strategy;Fourth, the establishment of SK vehicle-use lubricant talent strategy.In the design of the SK vehicle-use lubricant marketing strategy after improvement plan, this paper argues that the company also need to establish sales first corporate culture, adjust the company organizational structure, optimizing the allocation of marketing resources, to establish reasonable performance management system of the improved smooth implementation of marketing strategy to provide safeguards.
This paper puts forward the improved marketing strategy to develop China＇s automobile lubricating oil market in SK lubricants company show the guiding significance of the system.Not only that, the research and results of this paper is for the same industry other enterprise to develop the Chinese market, set up effective marketing strategies, avoid blind passive market competition, enhances own brand influence, etc., to provide reference and reference significance.
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