国内地方性润滑油企业市场渗透战略研究--以XX牌润滑油为例.doc

摘要：国内润滑油行业，市场上存在许多知名品牌和大量地方性品牌，随着行业竞争的加剧，为了攫取更多的市场份额，一些名牌产品逐渐向下延伸到地方性品牌赖以生存的中低端市场，地方性润滑油企业的生存和成长的空间进一步缩小。

　　　传统的地方性品牌以价格为导向的市场渗透战略的缺陷日趋明显，探讨这些地方性品牌在新的市场形势下如何更好的生存和发展具有广泛的重要意义，文章以润滑油行业为背景，在分析了市场结构、消费者行为和品牌认知度的基础上，指出了地方性品牌传统的市场市场渗透战略的不足之处，并结合实例分析提出了地方性润滑油品牌应对强势品牌的相应策略。

关键词：  地方性品牌    润滑油企业    竞争    市场策略

Abstract:Domestic lubricating oil industry is filled with popular brands as well as massive local brands. Popular brands are downgrading to middle and low-end market to compete with local brands as a result of massive competition among the industry. Therefore, local brands are losing its space to survive. 

　　The traditional low price marketing strategy for local brands is gradually showing its downfalls. It is important for local brands to explore new marketing strategy in the aggregating market. This essay is based on lubricating oil industry and analyses the structure of the market, consumer behavior, and brand recognition for the lubricating oil industry, pointing out the weakness point for local brands on penetrating market levels. Appropriate strategy is drawn out afterwards on how local brands compete with popular brands. 

Keywords: local brands    lubricating oil industry    competition   market strategy