阿克苏诺贝尔涂料“奥泉丝”水性涂料国内市场开发战略研究

发布时间：2018-02-10 09:42

本文关键词： 水性涂料战略规模扩张成本领先差异化　出处：《天津财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：木器水性涂料在现在以及未来的使用范围将会十分广泛,并且将会取代油性涂料的市场,由此可见,它的作用是无可替代的。“奥泉丝”作为阿克苏诺贝尔品牌下的水性涂料,如何占领目前竞争完全白热化的市场,如何在竞争中立于不败之地,怎样做好垂直一体化是当下涂料行最为重要的事情,也是重中之重,同时在凭借着战略成熟成功的的标志就是要领先于其他竞争对手的优势所在。当下,世界涂料界较为主要的水性涂料生产厂商,主要有宣威,PPG等跨国化工企业。但从当下的形势看,我们最主要的竞争对手是本土的企业,因为本土企业的价格便宜,但是本土企业发展的瓶颈是产品质量的不稳定。阿克苏诺贝尔水性涂料“奥泉丝”结合工艺优势以及原材料供给优势,这主要采用的是成本领先战略及策略,研制开发出新的产品,这个战略是产品差异化战略,能够帮助其完成产业壮大的目标。目前已经实施的战略在具体实践中是有着很大效果的。与此同时,我们的这些战略为跨国水性涂料企业的的发展给予了相当大的参考以及借鉴意义,与此同时也为规模扩张以及水性涂料如何实现其垂直一体化提供了参考价值。
[Abstract]:Waterborne wood coatings is very widely used now and in the future will range, and will replace the oil paint market, thus, its role is irreplaceable. "Aoquan silk" as waterborne coatings under the AKZO NOBEL brand, how to capture the current competition intense market, how to in an invincible position in the competition, how to do vertical integration is the most important thing for the paint line, is the priority among priorities, at the same time with a strategy where mature and successful sign is ahead of other competitors. At present, the world paint industry are mainly water-based paint manufacturers, mainly in Xuanwei, PPG and other multinational chemical companies. But from the current situation, our main competitors are local enterprises, local enterprises because of cheap price, but the bottle neck of the development of local enterprises is the product quality The amount is not stable. The AKZO NOBEL water paint "Aoquan wire" technology combined with the advantages and advantages of raw material supply, which is mainly used in the cost leadership strategy and strategy, develop new products, this strategy is a strategy of product differentiation, to help them complete the industry growth of the target. The strategy has been implemented there is a great effect in practice. At the same time, given the considerable reference and significance of our strategy for the development of transnational water paint enterprises, at the same time as the scale expansion and water-based coating on how to realize the vertical integration provides a reference value.

【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.7;F274

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