Research On Optimization Of Marketing Strategy For Key Account Of Axalta Automotive Coating Products

Automobile paint is growing up with the development of the automobile industry.With the industrial production of the automobile,the automobile paint has also developed from the traditional production and processing to the modern production mode.China’s automobile industry started late,most of the automotive paint is provided by the international coating company.China’s automobile industry has developed rapidly from the beginning of this century to now,and the development of the automobile industry has also driven the rapid development of automobile paint enterprises.However,in the second half of 2018,cars had the first negative growth,and faced the impact in 2020.The emergence of the epidemic has also brought new challenges to the automobile industry.Although various automobile manufacturers are resuming work and production,the automobile production and sales are declining,resulting in the impact on the automobile paint industry.This paper explains the background and research methods of the topic selection,and then introduces the relevant theoretical foundation of this paper as the theoretical support.Next is an overview of the current situation and problems of the company.At present,the automobile paint sales of SAIC Volkswagen Automobile Co.,Ltd.,FAWVolkswagen Automobile Co.,Ltd.,Ford Automobile(including Changan Ford Automobile Co.,Ltd.and Jiangling Automobile Co.,Ltd.),these three customers,account for more than 70% of the company’s total sales.Sales of these 3 customers directly affect the entire automotive paint product business,so the 3 customers are identified as key customers of the company.Later is also for the three key customer business overview,marketing problems and the reasons behind the analysis.To have a more comprehensive understanding of the causes of these problems and thus make corresponding optimization strategies for key customers,this paper uses PEST to analyze the macro environment,competitor marketing strategy,and key customer characteristics and needs.Visit customers and conduct interviews and questionnaires to master the current needs and future development trends of key customers on automotive coatings.Carry out a comprehensive analysis of the marketing situation of the company in key customers,determine the current marketing situation of Axalta Automobile Coatings in key customers,and then through the theoretical analysis of the key customer 4Ps,there will also be differences in the marketing strategy optimization according to the key customer characteristics and needs.Based on the above research background,Axalta optimizes its key customer marketing strategies,by improving product quality and competitive pricing,as well as sales channels and after-sales services.At the same time,the corresponding safeguard measures have also been formulated to ensure that the optimized marketing strategy can be quickly developed,and finally improve the market share of the Axalta automotive paint in the key customers.