本文選題：晨陽(yáng)水漆 + 競(jìng)爭(zhēng)戰(zhàn)略�。� 參考：《河北大學(xué)》2017年碩士論文

【摘要】：近幾年,為改善空氣質(zhì)量,政府不斷加大對(duì)水漆類綠色環(huán)保企業(yè)的發(fā)展支持,此外,水性漆工藝和技術(shù)不斷創(chuàng)新,使得水漆市場(chǎng)發(fā)展的空間擴(kuò)大。但是,水漆市場(chǎng)面臨如此好的發(fā)展機(jī)遇,吸引著越來(lái)越多的企業(yè)進(jìn)入水漆市場(chǎng),國(guó)外水漆品牌進(jìn)入國(guó)內(nèi)市場(chǎng),傳統(tǒng)涂料企業(yè)開始向水性漆轉(zhuǎn)型。這些因素會(huì)使水漆市場(chǎng)的競(jìng)爭(zhēng)變得日趨激烈,因此,晨陽(yáng)水漆需要重新制定企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略,以期建立持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)。本論文屬于應(yīng)用性研究,首先,運(yùn)用PEST分析法以及波特五力模型分析法全面而系統(tǒng)地分析了晨陽(yáng)水漆所處的宏觀外部環(huán)境,明確晨陽(yáng)水漆發(fā)展過程中的機(jī)會(huì)和威脅;然后,通過分析晨陽(yáng)水漆的核心競(jìng)爭(zhēng)力以及企業(yè)的內(nèi)部資源,明確晨陽(yáng)水漆企業(yè)內(nèi)部的優(yōu)勢(shì)和劣勢(shì);通過SWOT分析法對(duì)晨陽(yáng)水漆的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行匹配并運(yùn)用QSPM矩陣對(duì)備選戰(zhàn)略進(jìn)行評(píng)價(jià),得出晨陽(yáng)水漆應(yīng)以差異化競(jìng)爭(zhēng)戰(zhàn)略為主,形成產(chǎn)品、服務(wù)差異化,以聚焦戰(zhàn)略為輔,集中企業(yè)資源在工業(yè)性水漆,建立核心競(jìng)爭(zhēng)優(yōu)勢(shì);最后,制定晨陽(yáng)水漆競(jìng)爭(zhēng)戰(zhàn)略的具體實(shí)施過程和競(jìng)爭(zhēng)戰(zhàn)略措施。
[Abstract]:In recent years, in order to improve the air quality, the government has been increasing the development support to the water paint green environmental protection enterprises. In addition, the water paint technology and technology are innovating constantly, which makes the development space of the water paint market expand.However, the water paint market is facing such a good development opportunity, attracting more and more enterprises to enter the water paint market, foreign water paint brands enter the domestic market, and traditional paint enterprises begin to transform to water-based paint.These factors will make the competition of water paint market become more and more fierce. Therefore, Chenyang water paint needs to reformulate the competitive strategy of enterprises in order to establish sustainable competitive advantage.This paper belongs to the application research. Firstly, the paper analyzes the macroscopical external environment of Chenyang water paint comprehensively and systematically by using PEST analysis method and Porter's five-force model analysis method, and clarifies the opportunity and threat in the development process of Chenyang water paint.By analyzing the core competence of Chenyang water paint and the internal resources of the enterprise, the advantages and disadvantages of Chenyang water paint enterprise are defined, and the competitive strategy of Chenyang water paint is matched by SWOT analysis method, and the alternative strategy is evaluated by QSPM matrix.It is concluded that Chenyang water paint should focus on differentiated competition strategy, form product and service differentiation, focus on strategy as a supplement, concentrate enterprise resources in industrial water paint, and establish core competitive advantage.To formulate the specific implementation process and competitive strategy measures of Chenyang water paint competition strategy.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.7;F272

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