和氏璧化工集团聚羧酸减水剂产品竞争战略研究

发布时间：2018-07-03 18:47

本文选题：和氏璧化工 + 竞争战略　；参考：《山东大学》2013年硕士论文

【摘要】：NCM和氏璧化工集团作为中国化工分销行业领军企业,旨在为国内企业提供各类化工原材料产品及专业服务。和氏璧化工在业界被评为“化工界的沃尔玛”,旨在为国内的客户提供从全球优选采购的专业化学品,同时提供专业化一站式采购方案。公司经营产品包括大宗品、精细化学品、特殊化学品等,无论是大宗市场还是细分市场,都能看到NCM活跃的身影。公司近几年大力开拓新产品、新供应商资源,LG化学聚羧酸减水剂产品,可谓是公司近几年来引进的最成功、最有发展前景的一款产品。合适的时间引入相对国内更成熟的国外先进化工产品,不但有助于提升国内客户自身市场竞争力、最大化实现企业价值,也为和氏璧化工集团自身进一步扩大在更多细分行业的影响力提供有力保障。作为混凝土外加剂中的最新一代减水剂产品——聚羧酸减水剂,是近几年在国内新兴的混凝土外加剂最新一代产品,正处于朝阳行业新兴技术生命周期快速增长阶段。减水剂是最主要的混凝土外加剂,被广泛用于高铁、地铁、机场、水利水电建设等基础建设行业。聚羧酸减水剂因其环保性、高效性,逐渐被中国市场认可接受,也作为政府政策推广节能建筑、绿色建筑的主要化工产品,市场前景非常广阔。我国现阶段正处于大规模建设时期,对高效、环保的减水剂的需求越来越大,无疑为聚羧酸减水剂的提供了有利的外部发展环境。聚羧酸减水剂产品市场容量大、行业细分程度高、对化工专业性要求较强,相对于成熟的国外产品,国内产品生产技术还处于发展阶段,符合NCM和氏璧化工的战略发展目标,具有非常大的市场开拓潜力。本文围绕NCM和氏璧化工集团聚羧酸减水剂产品竞争战略这一核心问题,首先对外部环境进行了分析,从宏观环境、行业整体环境、行业竞争环境三个方面进行了阐述,并用行业生命周期法进行了动态分析,明确了我国聚羧酸减水剂产品的现状、竞争与发展趋势。其次对内部环境进行了分析,评估了企业自身所拥有的资源、能力以及核心竞争力。再通过SWOT分析矩阵对公司内外部条件进行综合和概括,分析出公司优劣势以及面临的机会和威胁,确定聚羧酸减水剂产品实施差异化的竞争战略。产品差异化战略将从提供差异化的产品、产品整合配套服务、培养专业化的人才、加快客户响应速度等四方面着手实施,并通过公司文化建设、组织架构优化、人力资源培养等方面提供有力保障。本文提出的聚羧酸减水剂产品竞争战略,将较好解决NCM和氏璧化工集团目前产品经营过程中存在的问题,有效提高产品的盈利能力,提高产品的效益,为提高公司整体竞争力及实现战略目标方面,均有较大借鉴意义。
[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.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.722

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