本文選題：立邦中國(guó)　切入點(diǎn)：汽車涂料　出處：《東華大學(xué)》2017年碩士論文

【摘要】：中國(guó)加入WTO之后,打開了國(guó)際市場(chǎng),客觀上推動(dòng)了國(guó)內(nèi)汽車生產(chǎn)制造企業(yè)的蓬勃興起。與此同時(shí),人們物質(zhì)生活水平的提升,也給汽車涂料行業(yè)的發(fā)展提供了良好契機(jī),國(guó)際涂料公司紛紛進(jìn)入中國(guó),并發(fā)力搶占這一利潤(rùn)豐厚的汽車涂料市場(chǎng)。并且,國(guó)內(nèi)眾多涂料公司致力于提升各種涂料產(chǎn)品的質(zhì)量和性能。涂料行業(yè)因其成本較低,見效快的特點(diǎn)致使多樣化的涂料公司涌現(xiàn),中國(guó)汽車涂料行業(yè)呈現(xiàn)機(jī)遇與挑戰(zhàn)并存的格局。2013年中國(guó)市場(chǎng)的汽車銷量首次超過2000萬(wàn)輛,之后連續(xù)四年銷量大幅度上升,至2016年就已超過2800萬(wàn)輛。“十三五”期間,中國(guó)的汽車產(chǎn)業(yè)將進(jìn)入更加快速發(fā)展的時(shí)期,持續(xù)增長(zhǎng)的汽車產(chǎn)、銷量促進(jìn)了汽車用品產(chǎn)業(yè)的蓬勃發(fā)展局面。立邦中國(guó)1994年開始進(jìn)入中國(guó)汽車行業(yè),為汽車制造廠提供電泳、中涂、面漆等產(chǎn)品。立邦中國(guó)汽車涂料銷售額從1994年至2014年一直在穩(wěn)步增長(zhǎng),但在2015年出現(xiàn)輕微的下降。同時(shí)隨著世界涂料巨頭basf、ppg等繼續(xù)發(fā)力中國(guó)市場(chǎng),立邦中國(guó)有必要調(diào)整其營(yíng)銷策略,以提升銷售額,提高在汽車涂料市場(chǎng)上的占有率。本論文就是在此背景下展開。本文從立邦中國(guó)實(shí)際出發(fā),以市場(chǎng)營(yíng)銷策略理論為指導(dǎo)基礎(chǔ),以立邦中國(guó)汽車涂料產(chǎn)品為研究對(duì)象,展開研究分析。首先,運(yùn)用pest分析模型和波特五力分析模型對(duì)立邦中國(guó)目前所處的宏觀環(huán)境、汽車涂料行業(yè)狀況及行業(yè)市場(chǎng)競(jìng)爭(zhēng)狀況進(jìn)行了深入細(xì)致的分析。其次,對(duì)立邦中國(guó)運(yùn)用swot分析法,明確了立邦中國(guó)的內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì),面臨的外部機(jī)會(huì)和威脅,確定了立邦中國(guó)采取增長(zhǎng)型(so)策略。立邦中國(guó)應(yīng)該在勇抓外部發(fā)展機(jī)會(huì)的前提下,揚(yáng)長(zhǎng)避短,主動(dòng)迎接挑戰(zhàn),贏得大量市場(chǎng)占有率。接著本論文對(duì)立邦中國(guó)汽車涂料產(chǎn)品的市場(chǎng)進(jìn)行細(xì)分,并選擇目標(biāo)市場(chǎng),從而明確了對(duì)市場(chǎng)的定位。最后,基于以上理論基礎(chǔ)研究,提出了立邦中國(guó)營(yíng)銷組合策略的改善建議:不僅應(yīng)該重新提升產(chǎn)品的性能、開發(fā)新產(chǎn)品、調(diào)整價(jià)格,而且應(yīng)該嚴(yán)抓渠道和促銷。希望立邦中國(guó)能通過靈活的營(yíng)銷策略,重新擴(kuò)大在中國(guó)汽車涂料市場(chǎng)上的占有份額,提高立邦中國(guó)在國(guó)內(nèi)汽車行業(yè)的知名度,并為同行業(yè)其它汽車涂料廠家的市場(chǎng)營(yíng)銷策略提供一些參考借鑒。
[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.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F416.7;F274

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