A thesis submitted to
Zhengzhou University
for the degree of Master
Research on Operational Model Innovation of Chengdu(CD)
Flowers and Plants Exchange
By： Junjie Wang
Supervisor: Prof. Xuemin SUN
Master of Business Administration
Business School
April 2018
I
摘要
预拌干混砂浆是当代一种新型建筑材料，主要用于工程墙体的抹面施工及
工程墙体的砌筑施工。随着可持续发展理念、环境保护政策日趋强化,全世界发
达国家政府各自出台了使用新型建材材料的税费减免优惠政策，政策导向使预
拌干混砂浆在生产和使用方面都得到了巨大推动，相关行业也得到快速发展
随着我国新型城镇化建设、绿色建筑、节能改造等战略实施，预拌干混砂
浆作为绿色建材能够持续保持良好发展势头，新产品的创新速度及产品的生产
量都有不同程度的提高，产品结构、技术装备水平均已取得显著成绩
然而，由于近几年我国宏观政策调整、经济下行压力及环保政策制约等因
素，预拌干混砂浆下游行业的使用却呈现出放缓现象，甚至行业有可能出现产
品从供不应求发展为产能过剩，企业从快速回款到工程垫资押款严重等现象
故此，在当前行业市场激烈的竞争格局下，本文主要针对ZZCH公司这样一家典
型的预拌干混砂浆生产销售企业为例，综合分析ZZCH公司自身战略资源配置情
况，并借鉴知名品牌等标杆企业成功的市场经验在此基础上不断创新、升级，
据此为ZZCH公司制定了适宜的、全新的市场拓展方案，包括市场拓展方案设计
原则、市场拓展方向和目标、市场拓展的路径，为ZZCH公司尽快在特种类砂浆
市场中找到占一席之地，建立起几个有较强竞争力的产品，树立ZZCH公司普乐
美品牌知名度
关键词： ZZCH公司，预拌干混砂浆，市场拓展
II
Abstract
Pre-mixed mortar is a new type of building material, which is mainly used in
building engineering projects such as surface mortar and masonry mortar. Along with
the increasingly strengthening the concept of sustainable development, environmental
protection policy, governments around the world have introduced relevant industry
investment preferential policy guidance, construction environment makes the
ready-mixed dry mortar get a huge boost in both the production and use, related
industry also get fast development.
With China's new urbanization construction, green buildings, energy saving
renovation strategy implementation, such as ready-mixed dry mortar as green
building materials can continue to maintain good momentum of development,
production ability and innovation ability has a significant growth, product structure
adjustment and technical equipment level all have achieved remarkable results.
However, due to China's macro policy adjustment in recent years, the downward
pressure on economic and environmental policy restriction factors, such as the use of
ready-mixed dry mortar downstream industry is showing a slowdown, even likely
products from the demand for the development of industry overcapacity, enterprise
from rapid payback to project mat endowment YaKuan phenomenon such as serious.
Therefore, under current industry market competition pattern, this article mainly aims
at ZZCH company such a typical premixed dry mortar production sale enterprise as
an example, the comprehensive analysis of ZZCH company own strategic allocation
of resources, and to learn from well-known brands such as benchmarking enterprises
successful experience in the market on the basis of continuous innovation, and
upgrade, accordingly set suitable for ZZCH company, new market development plan,
including market development plan design principle, the market development
direction and goal, the path of the market development, for ZZCH company in special
type of mortar market as soon as possible to find a place, Set up several products with
strong competitiveness, and set up the popularity of the company.
Key words: ZZCH, ready-mixed mortar, market expansion。