论文部分内容阅读
汽配行业如何搞好经营?康普顿油品的市场拓展经验有可借鉴之处。 我国市场上的汽车润滑油品,进口的、合资的、独资的、国产的,品牌繁多,但真正被社会广泛认可,并推广成功的品牌却是有限的。不少品牌,虽经努力,也难逃消声匿迹厄运。而康普顿系列油品是中美合作生产,采用美国标准和美国添加剂配制而成的。该油品经过短短几年的时间,就取得了社会的广泛认可,畅销国内市场,其中的经验是值得研究总结的。国家技术监督局中国质量检验协会和国内贸易部等部门将康普顿产品推荐为全国名牌产品,仅仅说明了其质量上的优势;但质量好的产品未必都能占领市场,因此,总结挖掘王冠公司的营销管理和服务观念,具有更重要的现实意义。本期刊出该公司印发给经销商的一份《康普顿油品特约经销工作座谈会纪要》,以供读者们参考。
How to do a good job in auto parts industry? Compton’s oil market experience can be used for reference. The lube oil products on the Chinese market are imported, joint venture, wholly-owned, domestic, and have many brands, but brands that are truly recognized by the society and promoted successfully are limited. Many brands, despite their hard work, can hardly escape the doldrums. The Compton series of oil products is a Sino-U.S. co-production, formulated using U.S. standards and U.S. additives. After a short period of time, this oil product has gained wide recognition in the society and sold well in the domestic market. The experience is worth studying and summing up. The China Quality Inspection Association and the Ministry of Internal Trade of the State Bureau of Technical Supervision recommend Compton products as national brand-name products, which merely illustrate its quality advantages; however, good quality products may not be able to occupy the market. Therefore, the excavation of the crown The company’s marketing management and service concept have more important practical significance. In this journal, a copy of the “Compton oil special distribution work conference summary” printed and distributed by the company to distributors is provided for readers’ reference.