亨斯迈集团在华聚氨酯产品竞争战略研究

发布时间：2018-04-23 04:37

本文选题：聚氨酯 + 竞争战略　；参考：《复旦大学》2013年硕士论文

【摘要】：聚氨酯材料已成为当代高分子材料中品种最多、用途最广、发展最快的一种新型有机材料,在高分子材料领域占据了重要的地位,聚氨酯工业在中国从50年代开始起步,经过60多年的历程尤其是近20多年的高速发展已经成为国民经济的重要组成部分,目前广泛运用于汽车、建筑、家电、家具、涂料、粘结剂等行业,对整个聚氨酯行业来说,过去20多年是一个黄金发展时期,高的行业年复合增长率,相对高的投资回报率吸引了越来越多的中外同行在中国投资,希望在新一轮的经济增长周期中占据有利地位。2008年世界经济危机后,随着国家产业政策的调整,行业竞争非常激烈,传统的商业模式和企业经营模式受到极大的挑战,“创新求变,转型发展”已经成为整个行业需要思考的关键问题。本文结合目前聚氨酯行业的发展现状,分析行业环境,面临的机会和挑战,通过对本公司的资源和核心能力的详细分析,提出了未来的发展方向和发展路径,确定、制定和执行企业竞争战略,走出一条独具特色的发展,这对整个行业下一阶段的发展具有重要意义。本文共分为七部分。第一章是绪论,说明选题背景和意义,梳理出逻辑框架,确定基本的研究内容,提出思路和方法。第二章对聚氨酯相关概念进行界定,并系统介绍相关基本理论；第三章对宏观环境和产业环境分析,阐述对聚氨酯产品的竞争战略的意义；第四章对亨斯迈集团的资源和能力进行了详细分析,为下一步路径的选择提供依据；第五章通过对亨斯迈集团进行SWOT分析,结合当前所处阶段,确定竞争战略的选择。第六章就已经确立的竞争战略通过加强本土化研发、强化高端市场渠道、实施行业垂直整合收购、强化本地人才激励机制、开发本地供应链、加强高层政府公关、提高社会责任,提出实施方案。最后,论文试着给出了未来发展和进一步研究方向并形成结论。本文是作者运用在EMBA项目期问所学,同时结合自身长期从事聚氨酯行业的实际工作经验,在综合分析了聚氨酯产业发展的现状、机会、挑战等基础上,针对自身企业面临的机会和挑战提出的建议,总结出未来聚氨酯行业的发展方向,提出建立核心竞争优势需要的竞争战略。本文对聚氨酯行业深入的分析,进一步推动聚氨酯行业转型发展具有一定意义,通过对目前聚氨酯行业面临的挑战和机遇的分析,探索建立的核心竞争能力和促进竞争战略的制定和发展,着将对行业未来发展提供一些参考和借鉴。
[Abstract]:Polyurethane has become one of the most widely used and rapidly developing new organic materials in the contemporary polymer materials. It occupies an important position in the field of polymer materials. The polyurethane industry started in China in the 1950s. After more than 60 years of development, especially in the past 20 years, it has become an important part of the national economy. At present, it is widely used in automobile, construction, household appliances, furniture, paint, binder and other industries, for the entire polyurethane industry. The past 20 years have been a golden development period. The high annual composite growth rate of the industry and the relatively high return on investment have attracted more and more Chinese and foreign counterparts to invest in China. Hope to occupy a favorable position in the new round of economic growth cycle. After the 2008 world economic crisis, with the adjustment of national industrial policy, the competition in the industry is very fierce, and the traditional business model and enterprise management model are greatly challenged. "Innovation and change, transformation and development" has become a key issue for the whole industry to think about. According to the current development situation of polyurethane industry, this paper analyzes the industry environment, opportunities and challenges, through the detailed analysis of the company's resources and core competencies, put forward the future development direction and development path, determine, It is of great significance for the development of the whole industry to formulate and carry out the competitive strategy of enterprises and walk out of a unique development. This paper is divided into seven parts. The first chapter is an introduction to explain the background and significance of the topic, sort out the logical framework, determine the basic research content, and put forward ideas and methods. The second chapter defines the concept of polyurethane, and systematically introduces the relevant basic theories, the third chapter analyzes the macro environment and industrial environment, and expounds the significance of the competitive strategy for polyurethane products. Chapter four makes a detailed analysis of the resources and capabilities of the Huntsman Group, which provides the basis for the choice of the next path. Chapter 5 determines the choice of the competitive strategy through the SWOT analysis of the Huntsman Group and the current stage. The sixth chapter focuses on the established competitive strategy by strengthening local R & D, strengthening high-end market channels, implementing vertical integration and acquisition of industries, strengthening local talent incentive mechanisms, developing local supply chains, and strengthening high-level government public relations. Improve social responsibility and put forward implementation plan. Finally, the paper tries to give the future development and further research direction and reach a conclusion. This paper is based on a comprehensive analysis of the present situation, opportunities and challenges of the development of the polyurethane industry, based on the application of what the author learned during the EMBA project period, and combining with his long-term practical work experience in the polyurethane industry. In view of the opportunities and challenges faced by enterprises, the paper summarizes the future development direction of polyurethane industry, and puts forward the competitive strategy needed to establish the core competitive advantage. In this paper, the further analysis of the polyurethane industry, further promote the transformation and development of the polyurethane industry has a certain significance, through the analysis of the current challenges and opportunities faced by the polyurethane industry, The establishment of the core competitive ability and the development of promoting competition strategy will provide some references for the future development of the industry.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.7;F272

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