立邦中国汽车涂料营销策略研究

发布时间：2018-04-01 22:08

本文选题：立邦中国　切入点：汽车涂料　出处：《东华大学》2017年硕士论文

【摘要】：中国加入WTO之后,打开了国际市场,客观上推动了国内汽车生产制造企业的蓬勃兴起。与此同时,人们物质生活水平的提升,也给汽车涂料行业的发展提供了良好契机,国际涂料公司纷纷进入中国,并发力抢占这一利润丰厚的汽车涂料市场。并且,国内众多涂料公司致力于提升各种涂料产品的质量和性能。涂料行业因其成本较低,见效快的特点致使多样化的涂料公司涌现,中国汽车涂料行业呈现机遇与挑战并存的格局。2013年中国市场的汽车销量首次超过2000万辆,之后连续四年销量大幅度上升,至2016年就已超过2800万辆。“十三五”期间,中国的汽车产业将进入更加快速发展的时期,持续增长的汽车产、销量促进了汽车用品产业的蓬勃发展局面。立邦中国1994年开始进入中国汽车行业,为汽车制造厂提供电泳、中涂、面漆等产品。立邦中国汽车涂料销售额从1994年至2014年一直在稳步增长,但在2015年出现轻微的下降。同时随着世界涂料巨头basf、ppg等继续发力中国市场,立邦中国有必要调整其营销策略,以提升销售额,提高在汽车涂料市场上的占有率。本论文就是在此背景下展开。本文从立邦中国实际出发,以市场营销策略理论为指导基础,以立邦中国汽车涂料产品为研究对象,展开研究分析。首先,运用pest分析模型和波特五力分析模型对立邦中国目前所处的宏观环境、汽车涂料行业状况及行业市场竞争状况进行了深入细致的分析。其次,对立邦中国运用swot分析法,明确了立邦中国的内部优势和劣势,面临的外部机会和威胁,确定了立邦中国采取增长型(so)策略。立邦中国应该在勇抓外部发展机会的前提下,扬长避短,主动迎接挑战,赢得大量市场占有率。接着本论文对立邦中国汽车涂料产品的市场进行细分,并选择目标市场,从而明确了对市场的定位。最后,基于以上理论基础研究,提出了立邦中国营销组合策略的改善建议:不仅应该重新提升产品的性能、开发新产品、调整价格,而且应该严抓渠道和促销。希望立邦中国能通过灵活的营销策略,重新扩大在中国汽车涂料市场上的占有份额,提高立邦中国在国内汽车行业的知名度,并为同行业其它汽车涂料厂家的市场营销策略提供一些参考借鉴。
[Abstract]:After China's entry into WTO, China has opened up the international market, which has objectively promoted the booming of domestic automobile manufacturing enterprises. At the same time, the improvement of people's material living standards has also provided a good opportunity for the development of automotive coatings industry. International paint companies have entered China one after another, and have made great efforts to seize this lucrative automotive paint market. Moreover, many domestic paint companies are committed to improving the quality and performance of various coatings products. The characteristics of rapid results have led to the emergence of a variety of paint companies, and the Chinese automotive coatings industry presents a pattern of opportunities and challenges. In 2013, the sales volume of the Chinese market exceeded 20 million for the first time, and the sales volume increased significantly for the fourth consecutive year. By 2016, there will be more than 28 million vehicles. During the 13th Five-Year Plan period, China's auto industry will enter a period of more rapid development, with sustained growth in auto production. The sales volume has promoted the booming situation of the automotive products industry. China began to enter the Chinese auto industry in 1994 to provide electrophoretic, intermediate coating for automobile manufacturers. China's auto paint sales have been growing steadily from 1994 to 2014, but declined slightly in 2015. Meanwhile, as world paint giant basf 枚 ppg continues to power the Chinese market, It is necessary for China to adjust its marketing strategy in order to increase its sales volume and increase its share in the automotive paint market. First of all, using pest analysis model and Porter five-force analysis model to analyze the macro environment of China. The status of automotive coatings industry and market competition are analyzed in detail. Secondly, the internal strengths and weaknesses, external opportunities and threats of China are defined by using swot analysis method. It has determined that China should adopt a growth strategy. China should take advantage of its strengths and avoid its weaknesses and take the initiative to meet the challenges under the premise of seizing the opportunities for external development. Secondly, this paper subdivides the market of China's automotive coatings products, and selects the target market, so that the market positioning is clear. Finally, based on the above theoretical foundation research, This paper puts forward some suggestions for improving the strategy of China's marketing mix: not only should we re-enhance the performance of products, develop new products, adjust prices, but also strictly grasp channels and sales promotion. We hope that China can adopt flexible marketing strategies. To enlarge the market share of automotive coatings in China, to improve the popularity of China in domestic automobile industry, and to provide some reference for the marketing strategies of other automotive coatings manufacturers in the same industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.7;F274

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