工业润滑油广泛应用于工业品的生产制造过程中,为机械设备和金属加工提供润滑

保护。工业润滑油的质量直接影响到加工质量精度和总体成本。伴随着我国经济增速放

缓、市场需求增长降低,工业润滑油的市场竞争日益白热化,企业如何在市场竞争中脱

颖而出,创造并保持竞争优势,制定合适的营销战略变得十分紧迫和重要。

本文基于营销战略理论,以BP公司为案例详细分析了 BP公司工业润滑油战略和中

国市场业务发展状况,运用战略分析方法,对BP工业润滑油所处战略环境及竞争态势

进行深入分析,制定了针对公司大客户的营销战略,并提出了以大客户营销模式和客户

关系管理为核心的战略实施措施。

本文对工业润滑油行业的大客户营销战略的制定和营销模式的改进有一定指导意

义,对国内润滑油企业的大客户营销战略制定也有一定借鉴价值。

关键词:BP工业润滑油;大客户营销;竞争战略

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华东理工大学硕士学位论文

The Research on Key Account Marketing Strategy of

BP China Industrial Lubricant

Abstract

Industrial lubricants are widely used in industrial manufacturing process, providing

lubrication protection for mechanical equipment and metal processing. Industrial lubricants

directly affect the processing quality and overall cost. Along with China's economic

slowdown, reduced market demand and increasingly intense competition environment, how to

stand out in the brutal competition in the market,create and maintain a competitive advantage,

making suitable marketing strategy has become very urgent and important.

Based on marketing strategy theory, I analyze BP's detailed marketing strategy and industrial

lubricants market development in China through using strategy analysis model. Provide deep

analysis of industry environment, key account competition situation and marketing strategies

for BP Industrial Lubricants, based on key account marketing business model and customer

relationship management

The study about BP industrial lubricant key account not only can improve the business

development of industrial lubricants and key account marketing strategy mid marketing

model, it also has reference value for large domestic oil companies to develop their marketing

strategies.

Keywords:BP industrial lubricants, key account marketing, competitive strategy