The Research On Auto Marketing Strategy Of Air Products Adhesion Promoter In China

With the rapid development of China auto industry, the demand of high performance auto anti-stoning coating is increasing and the competition among every supplier for adhesion promoter that is the core ingredient in coating will be fiercer and fiercer. The object of study is Air Products auto anti-stoning coating adhesion promoter in the dissertation, the content is how to use own advantage and take right marketing strategy to compete with competitors in the high competitive china market.The dissertation proceed from the reality, firstly summarize current china market situation of auto anti-stoning coating adhesion promoter and Air Products. Then introduce the information about Air Products and auto antistoning coating adhesion promoter and meanwhile combining with Business model, PEST analytical method, Porter’s Five Forces Model, SWOT analytical method to analyze the external and internal environment of Air Products auto anti-stoning coating adhesion promoter,then provide marketing positioning for Air products and currently existing problem. Finally, according to the analysis result and existing problem, provide strategy in 4 aspects that need be taken by Air Products in china auto anti-stoning coating adhesion promoter market in the future.