中国石化股份公司润滑油茂名分公司(以下简称茂名分公司)是我国南方规模最大、规格品种最齐全的润滑油生产基地,是国内首家通过ISO9002质量体系认证的润滑油生产、销售企业。“南海”牌商标被认定为广东省著名商标。但是,随着中国加入WTO,国外润滑油品牌的涌入及国内润滑油品牌的不断发展壮大,“南海”牌面临着更大的生产和销售压力。目前,品牌已成为润滑油市场竞争的焦点。通过实施名牌战略,把“南海”牌发展成为国内著名品牌,是茂名分公司面临日趋激烈的国内外润滑油品牌竞争的必然趋势。一、实施品牌战略的意义当前,国内高档润滑油市场主要被“壳牌”、“美孚”等国外著名品牌所占领。国内润滑油生产企业只占领其中低档润滑油市场。而品牌主要是区域性品牌,由于各润滑油生产企业的产量及竞争力有限,目前只在其相应区域内建立了比较完善的销 China Petroleum & Chemical Corporation Lubricants Maoming Branch (hereinafter referred to Maoming Branch) is the largest in southern China, the most complete variety of specifications of the oil production base, is the first passed ISO9002 quality system certification of lubricants production and sales enterprises. “South China Sea” brand trademark was identified as a famous trademark in Guangdong Province. However, with China’s accession to the WTO, the influx of foreign oil brands and the growing and expanding domestic lubricant brands, the “South China Sea” brand faces greater pressure on production and sales. At present, the brand has become the focus of competition in the lubricating oil market. Through the implementation of brand strategy, the development of the “South China Sea” brand into a famous brand in China is the inevitable trend of the increasingly fierce domestic and international lubricant brand competition in Maoming Branch. First, the significance of the implementation of brand strategy At present, the domestic high-end lubricants market is mainly “Shell”, “Mobil” and other famous foreign brands occupied. Domestic lubricant manufacturers occupy only the low-grade lubricants market. The brand is mainly a regional brand, due to the production of lubricants and production capacity is limited, currently only in its corresponding region to establish a relatively complete sales