摘 要
福莱姆汽车修补漆作为阿克苏诺贝尔旗下的经济型品牌主要负责集团对小型的调色中心市场的开拓，其现有的市场营销策略已经不能支持该品牌在中国市场持续，快速，健康的发展，面对行业规模持续增长，竞争对手日益强大的现实，对于福莱姆品牌来说可谓是机遇与挑战并存，福莱姆品牌要想在中国市场有长足的发展就必须制定一套适合中国营销环境，能够适应中国消费者多样化，个性化需求的市场营销策略本文通过对福莱姆汽车修补漆市场营销环境的探究以及自身营销渠道的现状发现了自身渠道的不足之处，通过在资源与能力上与竞争对手的对比，找出了一整套的市场解决方案，包括对营销渠道的重构，增加仓储商以便服务市场规模处在夹心层的客户，增加销售团队中技术服务人员和培训人员等措施，以上举措目的就是提升客户购买以及使用福莱姆产品的便利性。通过加大对经销商等渠道客户的支持力度，让利益进行更合理的分配，从而解决渠道的矛盾冲突；通过对渠道促销方案的改进，增加微营销等手段增加和消费者直接沟通的渠道，从而丰富公司的营销模式；通过增强品牌的建设力度，增加广告以及品牌宣传的投入期望能够在终端消费者心目中建立良好的品牌形象，从而提升促销手段中的推动力，让推拉策略共同为公司产品推广服务。
本文通过设计一系列的保障措施来保证渠道策略改进能够落地，如加大对销售与市场部门的资源投入，让一线工作人员能够针对瞬息万变的市场果断采取措施，通过提升市场部门的工作水平来拓展多样化的营销活动，让福莱姆品牌在客户心目中建立良好形象，通过优化渠道的多样化来服务不同类型的客户以及制定良好的销售激励措施鼓励销售团队更有积极性的投入到日常销售工作中。
总之本文通过对福莱姆汽车修补漆营销策略的研究，增加了修补漆行业理论与实践的探索，不仅为修补漆行业提供了丰富的实践方案而且对汽车后市场其他领域的市场营销实践给出了启示。
关键词：营销策略，汽车修补漆，工业品营销，营销渠道
Abstract
PRIME automotive refinish paint as a brand of economy owned by AkzoNobelis mainly responsible for the group of small center market development., its existingmarketing strategy has been unable to support the brand in the Chinese market,sustained, rapid and healthy the face of continued growth in size of the industry,competitors increasingly powerful reality, it can be said for Prime brand opportunitiesand challenges, Prime brand succeed in the Chinese market has great development forChina must develop a marketing environment, able to adapt to Chinese consumersdiversification, market demand for personalized marketing strategyBased on the Prime automotive refinish paint to explore the marketingenvironment and the status of its own marketing channels found deficiencies ownchannels, in terms of resources and capabilities by comparing competitors andidentify a set of market solutions , including the marketing channels of reconstruction,in order to increase the storage service provider market in the sandwich layer ofcustomers, Increase the sales team of technical service and training personnel andother measures, the above measures aim is to enhance customer purchase,convenience use PRIME products. Through the increase of the dealer channels suchas customer support, so that the interests distribution more reasonable, so as to solvethe conflict of channel; through the improvement of the channel promotion plan,increase the micro marketing to increase and consumer direct communicationchannels, so as to enrich the company's marketing mode; by enhancing the brandconstruction, increase advertising and brand promotion investment expected toestablish a good brand image in the minds of consumers in the terminal, so as toenhance the promotion means that the driving force, push and pull together for theproduct promotion service strategy.
Through a series of safeguards designed to ensure the channel strategy canimprove landing, such as to increase the sales and marketing department of theallocation of resources, so that front-line staff to take decisive measures against theever-changing market, by improving the work of the marketing department to expandvariety of marketing activities to establish the brand in the minds of customers Primegood image optimization through diverse channels to serve different types ofcustomers and the development of good sales incentives for sales team moremotivated into daily sales work the.
In a word, based on research Prime automotive refinish paint marketing strategy,increasing the refinish industry to explore the theory and practice, not only provides awealth of practical solutions for refinishing industry marketing practices but also toother areas of the automotive industry.
Keywords:Marketing Strategy, Car Refinish Paint, Industrial Products Marketing,Marketing Channel
目 录
摘 要
ABSTRACT
第 1 章 绪论
1.1 研究背景
1.2 研究意义
1.3 研究的主要内容和方法
第 2 章 福莱姆汽车修补漆的渠道现状与问题分析
2.1 汽车修补漆的市场及渠道分析
2.2 福莱姆汽车修补漆营销渠道现状
2.3 福莱姆汽车修补漆营销渠道存在的问题分析
第 3 章 福莱姆汽车修补漆渠道策略解决方案
3.1 营销渠道结构的优化
3.2 营销渠道管理的改进
3.3 渠道促销策略改进
第 4 章 福莱姆汽车修补漆渠道策略实施保障
4.1 优化销售团队组织结构
4.2 制定完善的销售激励政策
4.3 提升市场部门的工作水平
4.4 加大销售与市场部门的资金投入
结 论
参考文献
期刊文献
致 谢
