本文選題：和氏璧化工 + 競爭戰(zhàn)略　； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：NCM和氏璧化工集團作為中國化工分銷行業(yè)領(lǐng)軍企業(yè),旨在為國內(nèi)企業(yè)提供各類化工原材料產(chǎn)品及專業(yè)服務(wù)。和氏璧化工在業(yè)界被評為“化工界的沃爾瑪”,旨在為國內(nèi)的客戶提供從全球優(yōu)選采購的專業(yè)化學(xué)品,同時提供專業(yè)化一站式采購方案。公司經(jīng)營產(chǎn)品包括大宗品、精細(xì)化學(xué)品、特殊化學(xué)品等,無論是大宗市場還是細(xì)分市場,都能看到NCM活躍的身影。公司近幾年大力開拓新產(chǎn)品、新供應(yīng)商資源,LG化學(xué)聚羧酸減水劑產(chǎn)品,可謂是公司近幾年來引進的最成功、最有發(fā)展前景的一款產(chǎn)品。合適的時間引入相對國內(nèi)更成熟的國外先進化工產(chǎn)品,不但有助于提升國內(nèi)客戶自身市場競爭力、最大化實現(xiàn)企業(yè)價值,也為和氏璧化工集團自身進一步擴大在更多細(xì)分行業(yè)的影響力提供有力保障。 作為混凝土外加劑中的最新一代減水劑產(chǎn)品——聚羧酸減水劑,是近幾年在國內(nèi)新興的混凝土外加劑最新一代產(chǎn)品,正處于朝陽行業(yè)新興技術(shù)生命周期快速增長階段。減水劑是最主要的混凝土外加劑,被廣泛用于高鐵、地鐵、機場、水利水電建設(shè)等基礎(chǔ)建設(shè)行業(yè)。聚羧酸減水劑因其環(huán)保性、高效性,逐漸被中國市場認(rèn)可接受,也作為政府政策推廣節(jié)能建筑、綠色建筑的主要化工產(chǎn)品,市場前景非常廣闊。我國現(xiàn)階段正處于大規(guī)模建設(shè)時期,對高效、環(huán)保的減水劑的需求越來越大,無疑為聚羧酸減水劑的提供了有利的外部發(fā)展環(huán)境。聚羧酸減水劑產(chǎn)品市場容量大、行業(yè)細(xì)分程度高、對化工專業(yè)性要求較強,相對于成熟的國外產(chǎn)品,國內(nèi)產(chǎn)品生產(chǎn)技術(shù)還處于發(fā)展階段,符合NCM和氏璧化工的戰(zhàn)略發(fā)展目標(biāo),具有非常大的市場開拓潛力。 本文圍繞NCM和氏璧化工集團聚羧酸減水劑產(chǎn)品競爭戰(zhàn)略這一核心問題,首先對外部環(huán)境進行了分析,從宏觀環(huán)境、行業(yè)整體環(huán)境、行業(yè)競爭環(huán)境三個方面進行了闡述,并用行業(yè)生命周期法進行了動態(tài)分析,明確了我國聚羧酸減水劑產(chǎn)品的現(xiàn)狀、競爭與發(fā)展趨勢。其次對內(nèi)部環(huán)境進行了分析,評估了企業(yè)自身所擁有的資源、能力以及核心競爭力。再通過SWOT分析矩陣對公司內(nèi)外部條件進行綜合和概括,分析出公司優(yōu)劣勢以及面臨的機會和威脅,確定聚羧酸減水劑產(chǎn)品實施差異化的競爭戰(zhàn)略。產(chǎn)品差異化戰(zhàn)略將從提供差異化的產(chǎn)品、產(chǎn)品整合配套服務(wù)、培養(yǎng)專業(yè)化的人才、加快客戶響應(yīng)速度等四方面著手實施,并通過公司文化建設(shè)、組織架構(gòu)優(yōu)化、人力資源培養(yǎng)等方面提供有力保障。 本文提出的聚羧酸減水劑產(chǎn)品競爭戰(zhàn)略,將較好解決NCM和氏璧化工集團目前產(chǎn)品經(jīng)營過程中存在的問題,有效提高產(chǎn)品的盈利能力,提高產(chǎn)品的效益,為提高公司整體競爭力及實現(xiàn)戰(zhàn)略目標(biāo)方面,均有較大借鑒意義。
[Abstract]:As a leader in China's chemical distribution industry, NCM and Sinorama Chemical Group aims to provide domestic enterprises with a variety of chemical raw materials products and professional services. Hebi Chemical has been named "Walmart of Chemical Industry" in the industry. It aims to provide domestic customers with professional chemicals selected from around the world, as well as a professional one-stop shop. The company's products include bulk products, fine chemicals, special chemicals, both in the bulk market and market segments, can see the active presence of NCM. In recent years, the company vigorously develop new products, new suppliers resources LG chemical polycarboxylic acid superplasticizer products, is the company in recent years introduced the most successful, the most promising product. The appropriate time to introduce more mature foreign chemical products is not only helpful to enhance the market competitiveness of domestic customers, but also to maximize the value of enterprises. It also provides a strong guarantee for the further expansion of its influence in more segments of the industry. As the newest product of concrete admixture, polycarboxylic acid water reducing agent is the newest product of concrete admixture in China in recent years. It is at the stage of rapid growth of life cycle of emerging technology in sunrise industry. Water reducer is the most important concrete admixture, widely used in high-speed rail, subway, airport, water conservancy and hydropower construction and other infrastructure industries. Polycarboxylic acid water reducing agent has been accepted by Chinese market because of its environmental protection and high efficiency. It is also the main chemical product of energy saving building and green building, and the market prospect is very broad. Our country is in the period of large-scale construction at the present stage, the demand for high efficiency and environmental protection water reducing agent is increasing, which undoubtedly provides a favorable external development environment for polycarboxylic acid water reducing agent. Polycarboxylic acid superplasticizer products have a large market capacity, a high degree of industry segmentation, and a strong demand for chemical specialization. Compared with mature foreign products, the domestic product production technology is still in the development stage, which conforms to the strategic development goals of NCM and Gimbi Chemical Industry. Has a very large market development potential. This paper focuses on the core problem of the competition strategy of NCM and the product of polycarboxylic acid reducer. Firstly, the external environment is analyzed, which is described from three aspects: macroscopic environment, industry overall environment and industry competition environment. The present situation, competition and development trend of polycarboxylic acid superplasticizer products in China are determined by dynamic analysis of industry life cycle method. Secondly, the internal environment is analyzed, and the resources, capabilities and core competitiveness of the enterprise are evaluated. Then the internal and external conditions of the company are synthesized and summarized by SWOT analysis matrix, and the advantages and disadvantages of the company are analyzed, as well as the opportunities and threats faced by the company, and the competitive strategy of implementing the differentiation of polycarboxylic acid water reducer products is determined. Product differentiation strategy will be implemented from four aspects: providing differentiated products, product integration and supporting services, training specialized talents, speeding up customer response, and optimizing the organizational structure through the construction of corporate culture. Human resources training and other aspects to provide effective protection. The product competition strategy of polycarboxylic acid superplasticizer put forward in this paper will solve the problems existing in the current product management process of NCM and Shibi Chemical Group, effectively improve the profitability of the product and improve the product benefit. In order to improve the overall competitiveness of the company and achieve strategic objectives, there is a greater significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.2;F426.722

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本文編號：2094647