21世纪以来,中国汽车工业步入了发展的快车道,在产品开发、市场幵拓、对外

开放、结构调整等诸多领域成果显著。2012年,中国汽车产销双双超过1900万辆,创

全球历史新高,连续四年蝉联世界第一。快速增长的汽车保有量为汽车维修行业的发

展奠定了坚实的基础,给汽车维修行业带来了巨大商机。同时,激烈的市场竞争,也

想汽车维修行业提出了新的要求和挑战。只要有汽车运行,就需要维修服务,汽车维

修业的利润达到国内整个汽车市场的27%,其中重要的一项就是使用汽车修补漆的钣喷

修补行业。2011年,中国汽车工业所需汽车涂料52万吨,其中修补漆为10.3万吨。

在全球化的经济危机下,汽车涂料中的原厂漆发展迟缓,而修补漆却一枝独秀,增长

速度甚至超过汽车工业。

中国汽车修补漆行业一直主要是溶剂型产品,从20世纪初,国外涂料供应商将水

性漆这一绿色环保、先进工艺的修补漆产品引入中国,近年来发展态势良好,并以其

卓越的性能引领着汽车修补漆行业的发展趋势,水性漆取代溶剂型汽车修补漆已经成

为历史必然,谁在水性漆发展初期布局更有效的营销策略,谁将最有可能在将来的水

性漆市场站得先机。

作为最早进入中国的外资涂料供应商,PPG汽车修补漆在中国市场一直扮演重要的

角色,其溶剂型产品占据着第一的市场份额,为国内众多的合资、自主品牌的汽车提

供售后修补漆产品和服务。2003年,PPG将其国外成功的水性漆品牌Aquabase投入中

国市场,经过近10年在修补漆市场的推广,品牌升级、产品更新换代以及市场营销活

动的进行,PPG水性汽车修补漆已经颇具规模。但是,越来越多的外资涂料企业进入中

国,并且意识中国汽车修补漆市场这块比其它涂料市场更具诱惑力的蛋糕,纷纷跟进

水性漆产品的布局,竞争加剧。同时,本土涂料企业也在加紧研发,增加技术投入开

发水性漆产品,步步紧逼。

本文综合分析了目前中国水性汽车修补漆市场的现状,通过对市场趋势的把握和

竞争对手的分析,找到PPG在水性漆现行的市场营销策略的问题,并提出对应的改进

方案,在扩大其市场份额和品牌影响力的同时,能推动整个水性漆车修补漆行业的发

展。

关键词汽车修补漆,水性漆,营销策略,优化

第II页
华东理工大学fij)丨」'7:位论文

Research On Optimization Of PPG Waterborne Automotive Refinish

Marketing Management In China Market

Abstract

21st century, China's auto industry entered a fast track of development,product

development, market development, opening up, restructuring and other areas with remarkable

results. In 2012, China's automobile production and sales both more than 19 million , a record

global high, the fourth consecutive year in the world. The rapid growth of car ownership for

the automotive repair industry has laid a solid foundation,to the automotive repair industry

has brought great business opportunities. Meanwhile, the fierce market competition, the

automotive repair industry would also like to put forward new demands and challenges .

Whenever the car running , you need repair service, automobile maintenance industry profits

reached domestic market, 27% of the entire vehicle , one important one is the use of sheet

sprayed automotive refinish repair industries. In 2011, the Chinese auto industry required

automotive paint 520,000 tons,which is 103,000 tons refinish . In a globalized economic

crisis,automobile paint original paint developmental delay,and refinish is thriving,growing

even faster than the automotive industry .

Chinese automotive refinish industry has been largely solvent-based products, from the

early 20th century , the foreign supplier will paint the green water-based paint,refinishing

products of advanced technology into China in recent years, in good shape, and its excellent

performance leading the automotive refinish industry trends,waterborne paint instead of

solvent-based automotive refinish has become historical necessity,who is in the early

development of water-based paint layout is more effective marketing strategies,who will

most likely future market stand first water-based paint machine .

As the first to enter the Chinese foreign coatings supplier,PPG automotive refinish

market in China has been playing an important role, and its solvent-based products occupy the

first of the market, for many domestic joint venture , independent brand car refinishing

products provide after-sales and services. 2003 , PPG waterborne success of its foreign

Aquabase paint brand into the Chinese market , after nearly 10 years in the refinish market

promotion, brand promotion,product upgrading and marketing activities are carried out ,

PPG waterborne automotive refinish already considerable size. However, more and more

foreign enterprises to enter the Chinese paint and conscious Chinese automotive refinish

market this than other coatings market more tempting cake, water-based paint products have

followed the layout of competition. Meanwhile , local paint companies are also stepping up

research and development, increase investment in development of water-based paint

technology products , pressing harder and harder .This comprehensive analysis of the current

Chinese waterborne automotive refinish market situation,through the grasp of market trends

and competitor analysis,to find the PPG waterborne paint in the current marketing strategy

issues,and propose the corresponding improved scheme,in expanding its market share and

brand influence at the same time,to promote the water-based paint car refinish industry.

Keywords Automotive Refinish, Waterborne Refinish,Marketing StrategyOptimization