Research On Marketing Strategy Of Automotive Coating Of Nippon Paint China

After China's accession to the WTO,the international market was opened,and the booming of domestic automobile manufacturing enterprises have been promoted objectively.At the same time,people's living condition has been improved,this also brings good opportunity to the development of the automobile coating industry.The international paint companies have entered the China,and seize the automotive coatings market of a lucrative.In addition,many domestic paint companies are committed to improving the quality and performance of various coating products.Because of its low cost and quick effect,the coating industry has emerged as a result of the diversification of the paint companies,China's automotive coatings industry presents opportunities and challenges.Car sales in the Chinese market exceeded 20 million for the first time,followed by a significant increasing in sales for four years,reached more than 28 million vehicles in 2016.During the "13th Five-Year" period,Chinese automobile industry will enter a period with more rapid development,the continued growth of the automobile production and sales,promote the rapid development of the situation of automotive supplies industry.Nippon entered Chinese automotive industry in the year 1994,provides electrophoresis,coating,paint and other products for the automotive manufacturers.The sales has been growing steadily from 1994 to 2014,but declined slightly in 2015.At the same time as the world coating giant BASF and PPG continue to force the China market,it is necessary to adjust its marketing strategy of China Nippon paint,to increase sales,increase market share in automotive coatings.This paper is under this background.This article is based on the practical and realistic of Nippon China,with the marketing strategy theory based in China,analyze and study by aimed at the Nippon Paint products for automobile industry.First,use the PEST Model and Potter Five Forces Analysis Model to analyze the environment,the automotive coatings industry situation and market competition situations.Second,the Nippon Chinese using SWOT Analysis Method,for analyzing advantages and disadvantages,opportunities and threats,the Nippon China takes a growth strategy(SO).The Nippon China should takes the external opportunities to meet the challenges,to win a large market share.Then the paper carries on the segmentation to the Nippon Chinese automotive paint products in the market,and select the target market,to make clear the market positioning.Finally,based on the above works,the Nippon China marketing strategy recommendations: not only to improve product performance,develop new products,adjust prices,but also need to be strict on marketing and sales channels.With hopes Nippon China will uses flexible marketing strategy to expand market share in the China automobile coating industry,improve reputation of Nippon China in the domestic auto industry,and provides some reference for the other automotive paint manufacturers on marketing strategy.