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论文编号：	13642
作者编号：	2320200367
上传时间：	2022/12/5 14:43:24
中文题目：	JT涂料公司工业保护涂料业务竞争战略研究
英文题目：	Business Competitive Strategy Research of JT Protective Coatings
指导老师：	薛红志
中文关键字：	工业保护涂料;竞争战略;价值链;差异化
英文关键字：	Protective coatings;Competitive Strategy;Value-chain;Defferentiation;
中文摘要：	随着中国经济的蓬勃发展，大规模的基础建设持续投资，涉及工业类的全产业链升级及新布局投资也水涨船高，催生了中国工业保护涂料市场的巨大需求。目前，我国涂料制造企业众多，再加上行业进入和退出壁垒相对较低，新企业不断涌现，据不完全统计，2021年工商在册的涂料制造类企业已超过8000余家，市场集中度低，引发了激烈的竞争。主要分为三类企业：外资企业、国有大中型企业、私营中小型企业。其中，外资企业具有良好的资金实力和技术水平、营销模式也相对领先，而国内本土涂料企业则中小型企业居多，存在产品同质化严重、工艺技术差、环保不达标、生产规模小等问题。在国内市场结构供给侧改革的大背景下，地方政府对于产能收缩调整的工作已逐步展开，再加上新《环保法》的颁布实施，导致部分高耗能、高污染的中小涂料企业面临经营困难与强制关停的问题，而剩余符合政策导向的涂料企业，则抓紧改善工艺质量，投资减排设施，不断提高自身竞争力，积极抢占市场份额，力求取得更大的发展。 本文以JT涂料公司为研究对象，根据工业保护涂料业务的产业发展现状和未来趋势，抽丝剥茧，深入剖析企业自身问题，并结合竞争战略管理理论和价值链驱动要素，进一步优化企业的竞争战略，增强各业务单元联动，扩大企业横向一体化，重塑企业的价值链关联，在大布局战略的基础上，尽量细化差异化经营策略，从而实现JT公司的积极扩张战略，提高企业的综合竞争优势，树立良好的品牌形象，并能获得稳固的市场地位。 本文通过对JT涂料公司内外部竞争环境的分析与研究，充分结合JT公司自身的发展优势与当前存在的问题，对JT涂料公司现有竞争战略提出了详细的优化建议措施，并对目标市场的战略布局重新定义，最终确定采取细分市场的差异化与部分集中战略相结合的经营模式，来实现JT公司积极的发展战略，同时，还为企业保持长期竞争优势制定了相应的保障措施，以维持竞争优势的持续性发展。
英文摘要：	With the vigorous development of China's economy, large-scale infrastructure continued to invest, and the investment in the upgrading of the whole industrial chain and new layout involving industry also rose, giving birth to the huge demand of China's industrial protective coating market. At present, there are many paint manufacturing enterprises in China. Coupled with relatively low barriers to entry and exit, new enterprises continue to emerge. According to incomplete statistics, there were more than 8000 paint manufacturing enterprises registered for Industry and Commerce in 2021, with low market concentration, causing fierce competition. Among them, the technical level, capital strength and marketing method of foreign brands are relatively leading, while China's local coating industry is dominated by small and medium-sized enterprises, with serious technical homogenization, small production scale, poor process technology, environmental protection standards and other problems. In the context of the national supply side reform policy, coupled with the promulgation and implementation of the new "environmental protection law", some small and medium-sized coating enterprises are facing the fate of being eliminated, while other coating enterprises in line with the policy guidance have strengthened their own capabilities, grabbed market share, and strived to achieve greater development. This thesis takes JT coatings company as the research object, according to the industry development status and future trend of industrial protective coatings business, carefully analyzes the enterprise's own problems, and combines the strategic management theory and value chain driving factors to further optimize the enterprise's competitive strategy, strengthen the linkage of various business units, expand the horizontal integration of the enterprise, and reshape the value chain relevance of the enterprise. Based on the large-scale layout strategy, try to refine the differentiated business strategy, as to realize the expansion strategy of JT company, improve the comprehensive competitive advantage of the enterprise, establish a good brand image, and obtain a stable market position Through the analysis and Research on the internal and external competitive environment of JT paint company, fully combining JT company's own development advantages and current problems, this paper puts forward detailed optimization suggestions and measures for JT coatings company's existing competitive strategy, redefines the strategic layout of the target market, and finally determines to adopt the operation mode of combining market differentiation and partial concentration strategy to realize JT company's positive development strategy. At the same time, it also formulates corresponding safeguard measures for enterprises to maintain long-term competitive advantage with maintain the sustainability of competitive advantage.
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