本论文以产品战略理论和行业生命周期理论为理论依据,首先对环保增塑剂行业和
KL公司现状进行了剖析,提出了KL公司产品发展中存在的问题;接着从对增塑剂行业的
一般环境、行业环境和竞争态势三个角度对KL公司的外部环境进行了分析,然后从内部
资源、核心竞争力方面对KL公司的内部环境进行了分析,并用SWOT分析法对KL公司的优
势和劣势,机会和威胁进行了分析,最后根据以上的分析对KL公司环保增塑剂产品的发
展战略进行了探讨,提出了产品发展的总体战略、竞争战略和各项职能战略。
本文希望能给KL公司提供一点有益的参考,并对行业内企业构建一个有效的产品
发展战略提供借鉴意义。
关键词:环保增塑剂;行业生命周期;产品战略
Abstract
With environmental protection laws and regulations coming on stage and people's pursuit of health,
environmental protection plasticizer industry has witnessed rapid development along with intense market
competition since the 21st century. Environmental protection plasticizer is KLfs flagship product.
To formulate an effective product strategy which enables the company to dominate the market
in new situation is a critical and urgent task. And it is related to the rise and fall the company
and of vital importance to enterprise's survival.
This paper is based on product strategy theory and industry life cycle theory. First, analysis
is conducted on environmental protection plasticizer industry and the status quo of KL, which
raises product developing issues within the company. Then external environment is analyzed
from three perspectives: the plasticizer industry general environment, industry circumstance
and competitive situation; while internal environment is specified on interior resources and
the core competitiveness of KL. At the meantime SWOT is used to illustrate KL's
advantages and disadvantages, opportunities and threats. At last, based on the above analysis,
the paper probes into product development strategy of KL and puts forward the overall
product development strategy, competition strategy and functional strategy.
This paper hopes to provide a useful reference to KL and also on building effective product
development strategy within the industry
Keywords: environmental protection plasticizer; industry life cycle theory; product strategy
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