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论文编号：	9863
作者编号：	2120152762
上传时间：	2017/12/20 13:59:33
中文题目：	PPG汽车涂料营销策略研究
英文题目：	Research on the Marketing Strategy of PPG Automotive Coatings
指导老师：	刘建华
中文关键字：	汽车涂料;营销策略;增值服务
英文关键字：	Automotive Coatings;Marketing strategy;Value-added services
中文摘要：	汽车涂料营销策略是在研究如何采取有效方式，为汽车公司提供迫切需要的涂料产品和贴心的技术服务，从而建立互惠互利的伙伴关系。 传统的制造业在计划经济时期所养成的惰性思维下，很少考虑产品营销与服务。到了相互竞争的市场经济，才开始对营销服务慢慢重视起来。在如今渐趋疲软的经济形势下，营销策略的成功实施已经成为传统制造行业不可缺少的生存竞争之源。 本文以一个国际化涂料公司在中国的成功案例来分析涂料制造企业的营销战略。希望给那些苦苦探索、谋求突破的企业提供一些参考和启发。要创造有活力、有竞争力和长久生命力的现代企业，必须不断探索、不断实践、同时还要有坚实的理论基础。成功企业的每个案例中都蕴含了有价值的理论，而每一步的成功的实践，也都展示出了理论对我们的重要指导意义。 越来越多的企业家发现，作为价值链底层的制造业所能收获的利润越来越薄，单纯的产品革新并不能带来预期的回报。服务营销理念已经深入人心，成为制造业企业差异化的竞争手段之一。事实上，制造业的营销策略已不仅仅停留于表面，除了产品更新、品牌维护和售后支持，还在为客户提供解决问题思路，让客户来主导新产品的设计方向，充分展示了营销理念的精髓。 案例中所描述的汽车涂料制造企业的营销策略和营销活动，主要体现在以下几点： 第一，满足汽车主机厂不断变化的要求，不再局限于产品自身，而是提供全方面的服务。如采用CPU 结算方式，为主机厂提供涂装培训等。 第二，从客户视角出发，开发环保型产品，更新涂装工艺，创造并引导客户需求，应对激烈的竞争。 第三，在汽车市场发展渐缓，主机厂处于强势的形势下，提供产品增值服务，吸引顾客主动合作，给客户以惊喜。
英文摘要：	Automotive Coatings Marketing Strategy is to explore how to take effective ways to provide automotive companies with the urgent need for coating products and intimate technical services, so as to establish mutually beneficial partnership． In the period of planned economy, the traditional manufacturing industry has seldom considered product marketing and service under the inert thinking． To the competition of the market economy, only began to pay attention to marketing services slowly． In today's weakening economic situation, the successful implementation of marketing strategy has become an indispensable source of competition for the traditional manufacturing industry． In this paper, an international coating company in China's successful cases to analyze the paint manufacturing enterprises marketing strategy． Hope to those who are struggling to explore, to seek breakthroughs in the enterprise to provide some reference and inspiration． To create a dynamic, competitive and long-term vitality of modern enterprises, we must constantly explore, constantly practice, but also have a solid theoretical basis． There are valuable theories in every case of successful enterprises, and the successful practice of each step shows the important guiding significance of theory to us． More and more entrepreneurs have found that the profits from the bottom of the value chain are getting thinner, and simple product innovation does not deliver the expected return． The concept of service marketing has become one of the competitive means of manufacturing enterprise differentiation． In fact, the manufacturing marketing strategy has not only stopped on the surface, in addition to product updates, brand maintenance and after-sale support, but also to provide customers with solutions to the problem, so that customers to lead the design direction of new products, fully demonstrated the essence of marketing ideas． The marketing strategy and marketing activities of the automobile coating manufacturing enterprises described in the case are mainly embodied in the following points: First, to meet the changing requirements of automotive OEMs, PPG is no longer limited to give products to customers, but provides a full service, such as using CPU settlement and providing coating training． Then, according to the customer perspective, PPG develops environmentally friendly products, improves the painting process, creates and guides customer demands in order to deal with fierce competition． Finally, under the situation that the automobile market develops slowly and OEM factories keep strong, PPG provides value-added services, attracts customers for active cooperation and thrills customers.
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