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Research of Lubricate of Distribution Channel and Customer Relationship Management

Author: LiaoHongQuan
Tutor: WangBo
School: Tianjin University
Course: Business Administration
Keywords: Lubricating oil Marketing channels Customer Relationship Management Key Account Management Complete information dynamic game
CLC: F426.22
Type: Master's thesis
Year: 2009
Downloads: 98
Quote: 1
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Abstract


Channels as a bridge connection between producers and consumers, is the most studied problems in recent years, sales links. Marketing channels research for the oil industry because most enterprises classified in FMCG research areas without special research lubricants industrial properties different from ordinary consumer goods, a special study of the oil industry to development is necessary. Sales channels including internal channels and external sources. Channel management covers three parts: the design of channels; customer relationship management (CRM); sales force management. Lubricant field since its addition to the characteristics of industrial products, FMCG sales showed the characteristics for the average consumer - drivers, their buying patterns and purchase of other consumer products have many similar characteristics. From the factory to the channel in the middle of the driver and FMCG channels characteristics similar to, but slightly different place, such as in lubricating oil field is not the so-called specialized store retail lubricating oil, lubricating oil sales mainly in the repair shop repair business to carry out the process of supporting sales, sales process concealed. Therefore, the driver of the difference between the importance of lubricants with different lubricants do not know much about, often appears that a driver opened a few years down, do not know their cars need regular replacement of oil, so the typical driver is peace of mind type of customer, because he regularly handed over the car 4S station or repair shop for maintenance, he only keep the car in good running condition results of intermediate maintenance process, such as the need to change the oil, three filter so do not care about. Because of these characteristics of the domestic market for the channel to expand the snatch is very important, because the channels to a large extent determine the consumer to use the product, so the channel contention results directly affect the company's market share. In addition to the analysis of some of the features of the lubricating oil field channel design for this article, but the main is summed for the three elements of the the lubricants field of customer relationship management: the number of customers, customers monthly activity rate, per customer orders. And the relationship between the three elements and each other affect the management of dealer development channels, improve efficiency, healthy growth, bigger and stronger. In addition, for the management of large customers for the analysis of industry characteristics, and dynamic game model to analyze the optimal strategy is based on the relationship between the companies at this stage with the big clients try to believe that this approach will become the next big client management one of the methods. Lubricating oil field sales team building, management given the recommendations of the system, and provide a large number of actual use of the forms, rules and regulations as a reference to improve the function of the actual use of reference. Finally, this article summarizes and need further research.

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