随着工业化时代的不断发展,新的机械加工设备的不断更新,金属间的减磨、润滑成

为了机械加工过程中非常重要的一环。润滑油对机械设备起的润滑作用,减少机械部件

之间摩擦的作用以及帮助保护和延长机械零部件的使用寿命的作用已经使得润滑油上

升到了前所未有的高度,也顺理成章的将这个行业变成了炙手可热的行业。

自金融危机之后,国内外油品市场风云变化,油价波动频繁,而随着国际油价逐步

回升,石油化工行业的产品开工率也呈现逐步恢复的状况,节能减排、限电等措施的陆

续出台,也使得润滑油的相关配套产业成本呈现大幅上涨的趋势。再加上新的机械设备

的应用,也对润滑油市场提出了更严格的考验。在这样的市场背景下,润滑油企业如何

制定科学有效的营销策略,让好产品真正为市场所接受,是本文所要研究与探寻的核心。

本文研究的重点是杉村化学润滑油的市场销售策略,通过对国内润滑油市场的分

析,针对杉村化学公司在产品营销过程中所遇在的问题,通过对前人研究成果的借鉴,

以及结合杉村化学公司的实际情况,进行深入剖析。

本文运用营销管理中的4PS理论以及STP理论进行研究与分析,结合润滑油产品在

实际销售过程中所遇到的问题,就影响润滑油销售的各种因素进行综合的分析与研究,

对其经营销售的策略做出建议,并给出具体实施的意见,希望从中能找到帮助杉村化学

更好实现产品价值,增加销售业绩的有用方法。

关键词:润滑油销售;营销策略;营销组合

杉村化学公司营销策略研究

Research on Marketing Strategy of ShanCun Chemical Company

Abstract

As the continuous development of industrialization age and renewal of machining

equipment, anti-attrition and lubrication between metals becomes a very important part of

machining process. Lubricating oil has lubricating effect on mechanical equipment, the effect

of reducing tiie friction between mechanical parts and the effect of protecting and extending the

service life of mechanical parts, which makes lubricating oil rising to unprecedented height and

this industry becoming a hot industry logically.

After financial crisis, the foreign and domestic oil market and oil price changes frequently,

and as the gradually rising of international oil price, the product operation rate in petrochemical

industry also shows a situation of gradually recovering; the measures of energy conservation

and emission reduction, etc. are coming out one by one, which made the cost related to

matching industries of lubricating oil showing a markedly risen trend. And the application of

new mechanical equipment also presented more serious test to lubricating market. Under this

market background, how lubricating oil enterprise formulate effective marketing strategy to

make favorable products being accepted by market is the core this essay is going to research

and explore.

The key point of this essay is the marketing strategy ofSugimura chemical lubricating oil,

and this essay has deep analysis on the problems met by Sugimura chemical company in

product marketing process through the analysis on domestic lubrication market and reference to

the researching result of predecessor combining with the actual situation of Sugimura chemical

company.

This essay applies 4PS and STP theory in marketing management to research and analyze.

Combining with the problems met by lubricating oil products in actual sales process, it has

comprehensive analysis and research on various factors affecting the sales of lubricating oil,

gives advises together with specific implementing ideas on their operating and sales strategy,

and expects to find effective method to help Sugimura chemical realizing product value in a

better way and increasing its sales performance.

Keywords: Oil sales; Marketing strategy; Marketing mix

ii