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论文编号：	13335
作者编号：	2320190358
上传时间：	2022/6/12 12:13:49
中文题目：	PPG公司汽车涂料业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Automotive Coatings Business of PPG Inc.
指导老师：	柳茂平
中文关键字：	PPG公司 竞争战略 价值创新 价值链
英文关键字：	PPG Inc. Competitive Strategy Value Innovation Value Chain
中文摘要：	PPG公司汽车涂料业务，受宏观经济环境变化的影响，同时汽车产业也是经历着诸多变化，除涂料产品本身外其他间接成本也都在发生着变化，通过系统的对竞争战略的进行研究，能更好的帮助PPG公司汽车涂料业务选择竞争范围和竞争优势，在产品市场层竞争范围选择后，通过价值创新，稳固市场份额的同时，获得新的业务和利润增长，从而长期生存和获利。 本文从环境分析开始，对一般环境和产业环境进行分析，产业环境分析中采用战略分组将具有相似的战略特征的企业进行分类，通过产业细分，将产业内的所有产品和所有市场进行细分和组合，形成产品客户矩阵，得到PPG公司汽车涂料业务的市场定位。竞争战略，通过对产品市场的竞争范围的选择，确定广泛化，同时要不断的进行价值创新，竞争优势选择低成本。所选竞争优势可以对应一个唯一的且难以模仿的价值链，对PPG公司汽车涂料业务的价值链进行细分，在清晰的边界下，通过经济技术特征识别细分价值活动，通过驱动因素识别关键的细分价值活动，形成价值链。用驱动因素给出构建价值链的措施，这些措施的充分性、一致性，构成了竞争优势，这些措施的系统匹配性，形成竞争者的高模仿成本，即竞争优势的难以模仿性。PPG公司汽车涂料业务从而赢得竞争优势，得以生存和获利。 PPG公司汽车涂料业务的价值链的构建措施具有充分性和一致性以支撑竞争优势，这些措施的系统匹配性，形成竞争者的高模仿成本，竞争优势的难以被模仿，同时通过不断地创新，寻求新的业务和利润的增长点，使PPG在竞争中，通过价值链构建，可以获得长期的竞争优势，从而生存、发展和盈利。
英文摘要：	PPG Inc. Automotive Coatings Business is affected by changes in the Macro-economic environment. At the same time, the automotive industry is also experiencing many changes. Not only the product itself but also the indirect costs are changed. The research on the competitive strategy, it can better help PPG Inc. Automotive Coatings Business identify its own strengths and reinforce of it, meanwhile, through continuous value innovation, to defense the market share, obtain the new business and then margin growth, so as to live well and make profits for a long time. This thesis starting from the Macro-environment and industrial environment analysis. Use strategic group and industrial segmentation of the market positioning of PPG Inc. Automotive Coatings Business. Then select the product/customer and competitive advantage, the low-cost and board strategy is the key, value innovation is required also, the value activities of the unique value chain that is difficult to imitate and support the competitive advantage well. The sufficiency and consistency of these activities gain the competitive advantage, the systematic matching of the activities create high imitation cost of competitors. That is, the difficulty of imitation. PPG Inc. Automotive Coatings Business get competitive advantage, survival and make profits. PPG Inc. Automotive Coatings Business 's value chain construction measures are sufficient and consistent to support its competitive advantage. The systematic matching of these measures created the high imitation cost of competitors, and the competitive advantage is difficult to be imitated. At the same time, through continuous innovation, PPG Inc. Automotive Coatings Business award new business and make a profit, so that PPG Inc. Automotive Coatings Business can obtain long-term competitive advantage in the competition through the value chain, so as to survival, growth and profitable.
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