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Kunlun Lubricant Brand Strategy

Author: CaiXiaoFeng
Tutor: YuChangChun
School: Tsinghua University
Course: Business Administration
Keywords: Case Kunlun Lubricant Brand Strategy Marketing
CLC: F426.22
Type: Master's thesis
Year: 2004
Downloads: 503
Quote: 0
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Abstract


In this paper, objective presentation of China 's oil industry status , production and sales of lubricants branch of China National Petroleum Corporation , as well as the company Kunlun brand building work done , a comprehensive display of the Kunlun Lubricant brand strategy decision - making scene , several typical brand strategic decision-making in order to guide the reader to think deeply . Help part in the case , to explain theoretically the concept of brand and brand value , standing on the point of view of the oil company decision makers , combined with the characteristics of the lubricant products and industrial competitiveness status quo , a multi-brand strategy and brand consolidation the merits of issues, measure the angle of the advertising costs , organizational structure and corporate culture to adapt to the adjustment of the brand strategy , the explanation given for the the case body part a few questions , and common decision - making in the brand management process from the other angle problems. The case analysis of marketing management , brand strategy typical decision-making problems , so that readers perceptual knowledge management concepts for brand marketing and related fields , and to appreciate the basic concepts of marketing .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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