The special environment conditions in high altitude areas leads to serious cracking and peeling of road hot-melt marking coatings. In order to improve the durability of marking paint, a durable hot-melt marking paint was designed by modifying the paint with toughening-agent, rheological agent, and anti-aging agent. The modification mechanism of the modified coating was revealed through TG and FTIR analysis. The low-temperature anti cracking, adhesion, and anti-aging properties of the modified coating were studied by low-temperature bending test, interlaminar shear test and UV aging test. Besides this, the workability of modified coatings was tested onsite. The results showed that the mass loss rate of the rheological agent is 0.15% at 240 °C, the modified coating had good thermal stability within the mixing temperature range of the coating. There was no chemical change between the modifier and the coating, which was a physical blend. The modified marking paint had good fluidity, softening point and drying time, but its compressive strength was slightly reduced. With the increase of the content of the toughener, the low temperature crack resistance and adhesion of the marking coating gradually increase. When the toughener is 5%, the flexural tensile strain of the marking coating beam increased by 79.1%, and the adhesion strength of asphalt concrete increased by 53.4%. The anti-aging agent can shield most of the UV radiation and improve the anti-aging property of the coating by about 30%. The field process validation achieved the expected results. The modifier coating has excellent low temperature crack resistance, adhesion, UV aging resistance, and other properties, and has good application prospects in harsh environment areas.