中文摘要
随着中国汽车市场的快速发展，车用润滑油市场的竞争日益激烈。作为润滑
油品牌在本地参与竞争的重要力量，经销商的强弱往往决定了一个润滑油品牌能
不能在区域市场内占有优势。与前些年不同的是，随着市场竞争的深入和客户、
消费者意识的提升，不同品牌之间经销商的竞争已经跳出了拼资金、拼规模的初
始阶段，软实力对于经销商的发展体现出越来越重要的作用。

本文以 BP 公司车辆润滑油经销商为例，从内部优化管理的角度出发，探索
提升经销商软实力的最佳方法。随着 BP 嘉实多品牌在中国市场的发展，BP 的经
销商也经历了快速发展的过程，其在经营中的短板逐渐出现，与经销商整合前期
不同的是，财力人力等硬性要求已经不再成为经销商发展的主要桎梏，反而是企
业制度、市场管理、经营理念、人员管理、渠道控制等方面的软实力成为决定经
销商发展前景的重要因素。提升经销商的软实力成为重要的课题，这不仅决定着
经销商的发展，也决定着润滑油品牌在当地市场的成败，所以各个润滑油公司对
于经销商的管理变得越来越系统化、科学化，手段越来越多样化，在关注经销商
进销存的基础上，提升经销商的软实力正成为欧亿·体育（中国）有限公司的重要趋势。

本文在符合经销商现状的基础上,找出了提升经销商软实力的最佳方法，并
利用 PDCA 方法指导整个优化过程的实施，取得了明显的效果。

关键词：软实力；经销商管理；管理优化；PDCA 循环ABSTRACT
With the rapid development of China's auto market, the market competition in
the field of auto lubricants becomes increasingly fierce .As an important force of the
lubricant brands to participate in the local market’s competition, the strength of
dealers often determines whether a brand can take advantage of the local market. As
competition develops with more depth and customers come to a better awareness, the
competition between dealers is now decided by soft power instead of their scale or
financial strength. The soft power of a dealer takes a much more important role than it
used to be.
This paper takes the BP brand’s dealers for example, trying to find out the best
way to enhance the soft power of dealers from a initial optimization standpoint. In this
paper, With the BP Castrol brand’s development in China market, BP’s dealers have
also experienced a process of rapid development, short boards in their business appear
gradually, the financial and human resources are no longer mandatory requirements of
development, which is different from the process of integration in the early phase. It is
the soft power of enterprise system, market management, business philosophy,
personnel management, channel control and so on have become important factors to
decide the development prospect of dealers. Enhancing the soft power of the dealer
has become an important issue, which not only determines the development of dealers,
but also determines the success of the lubricant brand in the local market, so each
company has to become more and more systematic, scientific in the dealer
management process. Enhancing the soft power of dealers has become an important
trend in the industry on the basis of regular inventory management.
We scientifically analyzed the current situation of our dealers and use PDCA
method to guide the implementation of the process of optimization, which helps us
achieved remarkable results.
Key words Soft power, dealers management, Management optimization 、PDCA
cycle