在改革开放的浪潮下，我国已经逐渐成为全球金属罐制造大国，对金属包装涂料的 需求量也越来越大。国内科学技术的发展与进步，越来越多的民营企业进入这个欧亿·体育（中国）有限公司， 市场竞争态势变得越来越胶着。随着中国环保法规的出台，企业的成本越来越高，整体 欧亿·体育（中国）有限公司的利润率不断下降，P 公司作为当前市场金属包装涂料的领先型企业，处于内外交 困的境地，市场各个方面都对 P 公司提出了新的挑战。在这里，本文主要是想从营销的 角度来分析和思考新环境下的外资企业生存之道。 本文以 P 公司中国区包装涂料营销问题为研究对象，遵循发现问题-分析问题-解决 问题的思路开展以下研究和探索。首先是对 P 公司中国区包装涂料的营销现状和问题进 行描述和分析。现状上，主要从公司组织和管理、营销策略以及营销能力上解读和分析； 营销问题上，主要是从营销模式、营销团队、营销理念、营销市场定位等方面进行探讨。 其次对目前 P 公司中国区的营销环境分析，利用 PEST 工具分析了当前的宏观环境，得 出利于企业营销的宏观优势和机会；使用“波特五力”模型分析了欧亿·体育（中国）有限公司微观环境、SWOT 工具分析 P 公司内外部竞争优势，得出 P 公司在微观复杂环境下的机会和挑战。再次， 利用 STP 营销战略分析方法得出适合 P 公司的营销战略，在既有的营销战略基础上分析 和制定相应的 4P 营销策略。最后分别从“调整现有营销组织架构”、“改进营销考核 与激励机制”、“加强企业文化建设”三个方面来保障新制定的营销策略得到有效实施。 关键词，包装涂料；营销战略；营销策略；技术创新III Abstract Under the wave of reform and opening up, China has gradually become the world's leading manufacturers of metal tins superpower, packaging coatings on metals demand is becoming more and more big. Domestic development and progress of science and technology, more and more private enterprises to enter the industry, market competition is becoming more and more close. As China's environmental protection laws and regulations, the cost of enterprise more and more high, the overall industry profit margins declining, P company as the leading enterprises, metal packaging coatings market in strife-torn situation, market all aspects of P company puts forward a new challenge. Here, this article mainly is to think from the perspective of marketing analysis and thinking about the new environment of the foreign capital enterprise survival. China packaging coatings based on P company marketing problems as the research object, follow the found problems - analysis problem - the idea to carry out the following research and exploration to solve the problem. First of all is China packaging coatings for P company marketing present situation and problems are described and analyzed. On the status quo, mainly from the company organization and management, marketing strategy and marketing ability on interpretation and analysis; Marketing issues, mainly from the marketing pattern, marketing team, the marketing concept, marketing positioning and so on were discussed. Secondly on the P company China area marketing environment analysis, using PEST analysis of the current macro environment, get to the great advantage of enterprise marketing and opportunities; Using the potter five model analyzes the microcosmic environment, SWOT analysis, industry P company internal and external competitive advantage, it is concluded that P company under the complex environment of micro opportunities and challenges. Again, the use of the STP marketing strategy analysis method is suitable for P company's marketing strategy, based on the existing marketing strategy analysis and formulate the corresponding 4 P marketing strategy. Finally, respectively, from the adjust the existing marketing organization structure, improve marketing assessment and incentive mechanism, to strengthen the construction of enterprise culture three aspects to ensure the new formulated to effectively implement the marketing strategy. Keywords: packaging coating; Marketing strategy; Marketing strategy; Technology innovationIV 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... III 目 录......................................................................................................................................IV 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 市场环境分析理论................................................................................................... 2 1.2.2 STP 理论 .................................................................................................................... 3 1.2.3 4P 理论....................................................................................................................... 4 1.2.4 工业品营销策略........................................................................................................ 5 1.2.5 工业品涂料营销相关文献分析............................................................................... 9 1.3 研究内容与方法.............................................................................................................. 9 1.3.1 研究内容................................................................................................................... 9 1.3.2 研究方法................................................................................................................. 10 第二章 中国区包装涂料营销现状和问题分析....................................................................12 2.1 包装涂料的主要分类及应用........................................................................................ 12 2.1.1 包装涂料的三大分类和产品族............................................................................. 12 2.1.2 金属包装涂料主要应用情况................................................................................. 13 2.2 国内包装涂料市场情况................................................................................................ 13 2.2.1 国内包装涂料的发展以及潜在需求..................................................................... 13 2.2.2 国内包装涂料市场竞争态..................................................................................... 17 2.3 P 公司中国区包装涂料现状说明 ................................................................................. 19 2.4 P 公司现有的营销状况分析 ......................................................................................... 20 2.4.1 组织和管理现状..................................................................................................... 20 2.4.2 公司的营销策略现状............................................................................................. 21V 2.4.3 营销能力分析......................................................................................................... 22 2.5 P 公司中国区包装涂料营销存在的问题 ..................................................................... 22 2.5.1 营销模式................................................................................................................. 22 2.5.2 营销团队................................................................................................................. 22 2.5.3 营销理念................................................................................................................. 22 2.5.4 营销目标定位........