晨阳集团水漆业务竞争战略研究

发布时间：2018-04-14 11:37

本文选题：晨阳水漆 + 竞争战略　；参考：《河北大学》2017年硕士论文

【摘要】：近几年,为改善空气质量,政府不断加大对水漆类绿色环保企业的发展支持,此外,水性漆工艺和技术不断创新,使得水漆市场发展的空间扩大。但是,水漆市场面临如此好的发展机遇,吸引着越来越多的企业进入水漆市场,国外水漆品牌进入国内市场,传统涂料企业开始向水性漆转型。这些因素会使水漆市场的竞争变得日趋激烈,因此,晨阳水漆需要重新制定企业的竞争战略,以期建立持续竞争优势。本论文属于应用性研究,首先,运用PEST分析法以及波特五力模型分析法全面而系统地分析了晨阳水漆所处的宏观外部环境,明确晨阳水漆发展过程中的机会和威胁;然后,通过分析晨阳水漆的核心竞争力以及企业的内部资源,明确晨阳水漆企业内部的优势和劣势;通过SWOT分析法对晨阳水漆的竞争战略进行匹配并运用QSPM矩阵对备选战略进行评价,得出晨阳水漆应以差异化竞争战略为主,形成产品、服务差异化,以聚焦战略为辅,集中企业资源在工业性水漆,建立核心竞争优势;最后,制定晨阳水漆竞争战略的具体实施过程和竞争战略措施。
[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.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7;F272

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