摘要
润滑油企业要针对集团客户的行业典型特点和潜在需求,定制客户市场营销策略。基于客户价值和满意度特征等,可以将集团客户市场进一步细分为四类。SWOT分析将与润滑油市场营销中密切相关的各种主要内部优势、劣势和外部的机会及威胁等,通过调查列举出来,并依照矩阵形式排列。6Ps市场营销组合是六方面因素的组合。针对润滑油市场营销的特点,将6Ps营销组合理论和SWOT分析结合起来,制定SO-A、WO-A、ST-A、WT-A等十六类策略,这些策略的灵活运用为润滑油企业适应新时代转型发展提供了理论依据。
Lubricant companies need to customize the marketing strategies for group customers according to their typical characteristics and potential demands.Based on customer value and satisfaction characteristics,the group customer market can be further segmented in-to four categories.SWOT analysis is used to investigate and list various major internal strengths,weaknesses and external opportunities and threats closely related to lubricant marketing and arrange them in a matrix form.The 6Ps marketing mix is a combination of six fac-tors.Combining the 6Ps marketing mix theory with SWOT analysis,sixteen strategies such as SO-A,WO-A,ST-A,and WT-A are formulated,providing theoretical basis for lubricant companies to adapt to the transformation and development of the new era.
作者
冯彦辉
任宝秦
FENG Yan-hui;REN Bao-qin(East China Branch of Sinopec Lubricating Oil Co.,Ltd.,Shanghai 200137,China;Shanghai Lubricant Trade Association,Shanghai 200135,China)
出处
《润滑油》
CAS
2024年第1期5-11,共7页
Lubricating Oil
关键词
润滑油市场
市场细分
SWOT
集团客户
营销策略
lubricant market
market segmentation
SWOT
group customer
marketing strategy
