简介
NCM和氏璧化工集团作为中国化工分销行业领军企业,旨在为国内企业提供
各类化工原材料产品及专业服务。和氏璧化工在业界被评为“化工界的沃尔玛”,旨
在为国内的客户提供从全球优选采购的专业化学品,同时提供专业化一站式采购
方案。公司经营产品包括大宗品、精细化学品、特殊化学品等,无论是大宗市场
还是细分市场,都能看到NCM活跃的身影。公司近几年大力幵拓新产品、新供应
商资源,LG化学聚羧酸减水剂产品,可谓是公司近几年来引进的最成功、最有发
展前景的一款产品。合适的时间引入相对国内更成熟的国外先进化工产品,不但
有助于提升国内客户自身市场竞争力、最大化实现企业价值,也为和氏璧化工集
团自身进一步扩大在更多细分行业的影响力提供有力保障
作为混凝土外加剂中的最新一代减水剂产品~^聚羧酸减水剂,是近几年在
国内新兴的混凝土外加剂最新一代产品,正处于朝阳行业新兴技术生命周期快速
增长阶段。减水剂是最主要的混凝土外加剂,被广泛用于高铁、地铁、机场、水
利水电建设等基础建设行业。聚羧酸减水剂因其环保性、高效性,逐渐被中国市
场认可接受,也作为政府政策推广节能建筑、绿色建筑的主要化工产品,市场前
景非常广阔。我国现阶段正处于大规模建设时期,对高效、环保的减水剂的需求
越来越大,无疑为聚羧酸减水剂的提供了有利的外部发展环境。聚羧酸减水剂产
品市场容量大、行业细分程度高、对化工专业性要求较强,相对于成熟的国外产
品,国内产品生产技术还处于发展阶段,符合NCM和氏璧化工的战略发展目标,
具有非常大的市场开拓潜力
本文围绕NCM和氏璧化工集团聚羧酸减水剂产品竞争战略这一核心问题,首
先对外部环境进行了分析,从宏观环境、行业整体环境、行业竞争环境三个方面
进行了阐述,并用行业生命周期法进行了动态分析,明确了我国聚羧酸减水剂产
品的现状、竞争与发展趋势。其次对内部环境进行了分析,评估了企业自身所拥
有的资源、能力以及核心竞争力。再通过SWOT分析矩阵对公司内外部条件进行
综合和概括,分析出公司优劣势以及面临的机会和威胁,确定聚羧酸减水剂产品
实施差异化的竞争战略。产品差异化战略将从提供差异化的产品、产品整合配套
服务、培养专业化的人冰、加快客户响应速度等四方面着手实施,并通过公司文
化建设、组织架构优化、人力资源培养等方面提供有力保障
本文提出的聚羧酸减水剂产品竞争战略,将较好解决NCM和氏璧化工集团目
甜产品经营过程中存在的问题,有效提高产品的盈利能力,提高产品的效益,为
提高公司整体竞争力及实现战略目标方面,均有较大借鉴意义
关键词:和氏璧化工;竞争战略;聚羧酸减水剂;差异化战略
ABSTRACT
NCM chemical group, as a chemical leading distributor, provide all kinds of
chemical raw material products and professional services for domestic enterprises.
NCM was named chemical industry WAL-MART in the industry, which can offer
domestic customers better materials solution from global chemicals manufacture. At the
same time, NCM provide professional one-stop purchasing scheme. NCM have all
kinds of chemicals material, including bulk goods, fine chemicals, special chemicals etc.
whether it is commodity market or market segment, NCM can play an important part.
In recently years, NCM develop many new products, new supplier resources from
oversea. LG Chemical poly carboxylic acid, which is called Water reduce Additives. It
is the introduction of the company in recent years the most successful, most has the
prospects for development of a product. The right time to introduce the more mature
advanced foreign chemical products, not only help to improve their market
competitiveness of domestic customers, realizing the maximization of enterprise value,
but also for the NCM Chemical Group's further expansion in more segments of the
industry and the influence to provide strong guarantee.
Poly carboxylate super plasticizer is the latest generation concrete admixtures. In
recent years, the latest generation of products in emerging concrete admixtures, sunrise
industry life cycle of emerging technologies is in a rapid growth phase. Super plasticizer
is the most important concrete admixtures, are widely used in high-speed rail, subway,
airport, water conservancy and hydropower construction and infrastructure industry.
Poly carboxylate super plasticizer because of its environmentally friendly, efficient, and
gradually recognized by the Chinese market acceptance, as a government policy to
promote energy-efficient buildings, green building chemical products, the market
prospect is very broad. Our country at this stage is in a period of large-scale
construction,and efficient, the growing demand for environmentally friendly super
plasticizer undoubtedly providing a favorable external environment for the development
of the Poly carboxylate. Large the poly carboxylate super plasticizer product market
capacity, high degree of industry segments, strong professional requirements of the
Chemical, relative to mature foreign products, domestic production technology is still in
the development stage, in line with the strategic development of the NCM target, with a
very large potential for market development.
This paper focuses on poly carboxylic
the paper makes an analysis of the external
macroeconomic environment, the overall
acid product competition strategy. Firstly,
environment from the three aspects of the
industry environment, the competitive
environment of the industry. And use industry-life-cycle method for dynamic analysis,
clear of the status quo of the Poly carboxylate products, competition and development
trend. Secondly, the paper makes the internal environment analysis, evaluation owned
by the enterprise's own resources, capabilities and core competitiveness. The internal
and external conditions of the company through the SWOT analysis matrix integrated
and summarized analysis of the company's strengths and weaknesses as well as the
opportunities and threats facing determine the poly carboxylate super plasticizer product
implementation of competitive differentiation strategy. Differentiation strategy will
provide differentiated products, product integration support services, training
professional personnel, embarked on four areas to speed up customer response speed,
and by the construction of corporate culture, organizational structure optimization, and
human resource development to provide strong protection.
Keywords: NCM; competitive strategy; poly carboxylic acid; differentiation strategy
第1章绪论
1.1选题背景与选题意义
1.1.1论文选题背景概述
工信部在2011年11月发布的《建材工业“十二五”发展规划》中提到,“十二
五”期间,我国新增扩能项目坚持减量置换落后产能,推广高标号混凝土、高性能
混凝土、特种工程需要的混凝土、混凝土外加剂,推动延寿减量加快提升水泥基
材及制品的综合性能,发展循环经济继续推进矿澄、粉煤灰、建筑垃圾等固体废
弃物综合利用,发展循环经济
聚羧酸减水剂(以下简称PCE)的作用,一是能改善混凝土性能,满足高性
能混凝土的强度、耐久性等要求,二是可以节约水泥,提高工业废澄利用率,环
保节能。同时,聚梭酸减水剂还具备前几代减水剂不及性能优势,比如极高的减
水率、保坊塌性、低缓凝时间、综合成本较低等,特别适合配制大型基建项目用
到的高强混凝土、高流动混凝土以及自密实混凝土等
另一方面,PCE合成时不用甲酵,相对于第二代萘系减水剂来讲,是一种无
毒无污染的绿色环保产品,并且分子结构自由度大,为合成与复配提供了更广的
设计性。所以,伴随着国家“十二五”规划中加大重视建筑质量,倡导节能减排的大
好时机,将极大促进聚幾酸减水剂的推广与应用
1.1.2论文研究和解决的主要问题
我国混凝土外加剂行业起步较晚,与国外发达国家还存在较大差距。目前PCE
聚接酸减水剂的研究基本以国外为幵-发中心,其主要生产厂家有円本触媒、円本
花王、円本竹本油脂、德国德固赛、德国巴斯夫、瑞士西卡、韩国LG等。与这些
发达国家相比,虽然PCE及其工程应用在国内得到了较快的发展,但令人遗憾的
是从减水剂原材料的选择到生产工艺、降低成本、提高性能等许多方面仅仅处于