In the relatively specialized field of lubricants, the brand's positioning in the minds of consumers and the reputation of the terminal are very important, and the potential guiding role of consumers is obvious.
Most of the high-end market profits of foreign multinational lubricants products are also due to their strong brand effect, such as Mobil, Shell, Flowserve, Esso, Total, BP, Castrol, etc. The Chinese market earlier, through solid and steady market promotion, has occupied an important position in the minds of consumers.
It is recommended to do a good brand planning and promotion
In the automotive lubricant market, the brand advantage is the most valuable advantage of the enterprise competition. Whoever does a good job in brand planning and market promotion, who will occupy the initiative of the brand, the domestic lubricant brand innovation, positioning There are still deficiencies in technical support and lack of market research and scientific planning.
In the future, the brand's competitiveness should be divided, including its market recognition, price system and network services, etc.; analysis of brand positioning, including brand audit and evaluation, market research, brand positioning methods Research, brand positioning emphasizes individualization, should strengthen the relationship with its oil companies, in the case of multi-brand coexistence, the stress of pushing the main brand, and at the same time to form and maintain differences in the characteristics of different brands. Doing customer service for brand products is the core of brand value.
Selected target market <br> <br> improve market positioning of the current domestic oil product imports of high-end products in the overall quality inferior to minor consumer of domestic brands has been a low quality of "stereotype", were unable to To reverse this misunderstanding in understanding, therefore, imported cars can not be considered as a target market for the time being. The main target market for domestic brands of lubricants should be: consumers of domestically produced mid- to high-end automobiles and motorcycles, and markets in the western and northern markets.
Pre-sales and after-sales service to strengthen <br> <br> improve sales service is very important, it can win the trust of customers, in order to establish long-term supply relationship with customers and establish a mature sales and after-sales service network, sale We must provide customers with timely and accurate information on new products and other types of products, understand customer needs, and actively prepare stock after receiving orders, and handle shipments in the first instance according to the delivery date stipulated in the contract.
In short, we must strive to win the goodwill of users with quality service and dedication, and gradually increase user awareness and trust.
China's industry has shown a trend of linear increase. The demand for lubricants from iron ore, smelting, and precision instrument manufacturing has multiplied. In the post-market era, China has become a contestable place for international automotive lubricants.
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