Research On Optimization Of PPG Waterborne Automotive Refinish Marketing Management In China Market

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. In2012, China’s automobile production and sales both more than19million, 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. In2011, the Chinese auto industry required automotive paint520,000tons, which is103,000tons refinish. In a globalized economic crisis, automobile paint original paint developmental delay, and refinish is thriving, growing even faster than the automotive industryChinese automotive refinish industry has been largely solvent-based products, from the early20th 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 nearly10years 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.