以客户为导向的公司拓展战略
摘要
本文通过对罗门哈斯的基本情况介绍,中国建筑涂料市场的分析,并结合中国水性建筑涂料的近年来的市场趋势变化,法规、条例的变化,对中国水性建筑涂料市场进行展望和预测。然后,运用PESTEL框架分析了企业所处的宏观环境,包括政治、经济、社会、科技、环境和法律等因素的分析。用六力模型进行行业格局剖析,并分析了水性建筑涂料用乳液市场的细分市场和客户偏好,总结了本行业的机遇和挑战。随后,在企业的自身实力解剖和战略能力分析中,分析了企业的可获资源、人力资源、财务资源和独特资源,剖析了罗门哈斯的能力和核心能力,在稀缺性、复杂性和文化方面总结了公司的活力。用SWOT模型分析总结罗门哈斯的优势、劣势,面对的机会和威胁。
随后将罗门哈斯优势、劣势、机会和威胁列入SWOT矩阵,进行战略匹配性筛选,即对增长型战略、扭转型战略、多种经营型战略和防御型战略进行筛选。运用定量战略计划矩阵建议罗门哈斯漆及涂料业务当前应采用以客户为导向的公司拓展战略,这样便能充分利用罗门哈斯的内部优势资源和外部机会,避免外部威胁和内部弱点,使罗门哈斯在中国市场上获得高利润和可持续性的发展。
最后,从组织结构的变革、促进战略成功、管理战略变革三个层次来确保战略的成功实施。
This thesis begins from the introduction of the Rohm and Haas business. In the mean time, it analyses the China architectural coatings market as well as the changes of the waterbome decorative coatings market trends and the industry regulations in the recent years. Based on these results, the view and the forecast for the decorative paint market are made. Then the thesis analyses the macro-environment by using the PESTEL framework which includes the factors of politics, economy, society, technology, environment and legal. In the six forces framework , the thesis summarizes the emulsion marketing segments for the architectural coatings and the customer's value. In the session of company strategic capability anatomy , the enterprise's available resources , human resources , financial resources and the unique resources are listed. It also takes apart Rohmhaas company's competences and the core competences .Then it summarizes the company's robustness through the rarity, the complexity and the culture aspects. Afterwards, a SWOT analysis summarizes the company's opportunities, threats, strengths and weaknesses.
Afterwards, , the opportunities, threats, strengths and weaknesses are listed into the SWOT matrix to match the strategies , i.e. the growing strategy ,retorting strategy, defense strategy and the mixed farming strategy. The Quantitative Strategic Planning Matrix is used to determined the strategy " the customer oriented company developing strategy". At present , this strategy is the most suitable for the Rohmhaas Paint and Coatings Material business in China. By adopting this strategy, Rohmhaas can utilize both the internal available resources and the external opportunities , avoid the external threats and the internal weaknesses. It enables Rohmhaas to have the sustainable and the profitable growth on the China market.
Finally, the thesis addresses the 3 aspects of organization changing ,enabling success and managing strategic change to ensure the successful strategy.
随后将罗门哈斯优势、劣势、机会和威胁列入SWOT矩阵,进行战略匹配性筛选,即对增长型战略、扭转型战略、多种经营型战略和防御型战略进行筛选。运用定量战略计划矩阵建议罗门哈斯漆及涂料业务当前应采用以客户为导向的公司拓展战略,这样便能充分利用罗门哈斯的内部优势资源和外部机会,避免外部威胁和内部弱点,使罗门哈斯在中国市场上获得高利润和可持续性的发展。
最后,从组织结构的变革、促进战略成功、管理战略变革三个层次来确保战略的成功实施。
This thesis begins from the introduction of the Rohm and Haas business. In the mean time, it analyses the China architectural coatings market as well as the changes of the waterbome decorative coatings market trends and the industry regulations in the recent years. Based on these results, the view and the forecast for the decorative paint market are made. Then the thesis analyses the macro-environment by using the PESTEL framework which includes the factors of politics, economy, society, technology, environment and legal. In the six forces framework , the thesis summarizes the emulsion marketing segments for the architectural coatings and the customer's value. In the session of company strategic capability anatomy , the enterprise's available resources , human resources , financial resources and the unique resources are listed. It also takes apart Rohmhaas company's competences and the core competences .Then it summarizes the company's robustness through the rarity, the complexity and the culture aspects. Afterwards, a SWOT analysis summarizes the company's opportunities, threats, strengths and weaknesses.
Afterwards, , the opportunities, threats, strengths and weaknesses are listed into the SWOT matrix to match the strategies , i.e. the growing strategy ,retorting strategy, defense strategy and the mixed farming strategy. The Quantitative Strategic Planning Matrix is used to determined the strategy " the customer oriented company developing strategy". At present , this strategy is the most suitable for the Rohmhaas Paint and Coatings Material business in China. By adopting this strategy, Rohmhaas can utilize both the internal available resources and the external opportunities , avoid the external threats and the internal weaknesses. It enables Rohmhaas to have the sustainable and the profitable growth on the China market.
Finally, the thesis addresses the 3 aspects of organization changing ,enabling success and managing strategic change to ensure the successful strategy.
引文
[1]Gerry Johnson,Kevan Scholes,战略管理[M].北京:人民邮电出版社,2005:102,134,152-157,175,417-555.
[2]项保华,战略管理-艺术与实务[M].上海:复旦大学出版社,2007:95-97.
[3]GB 18582-2008.室内装饰装修材料内墙涂料中有害物质限量[S].北京:中国标准出版社,2008:
[4]GB/T 18883-2002.室内空气质量标准[S].北京:中国标准出版社,2002:
[5]HJ/T 201-2005.环境标志产品技术要求水性涂料[S].北京:中国标准出版社,2005:
[6]江谢海.2007年中国建筑涂料市场概况[J].罗门哈斯漆及涂料业务季刊,2008年7月总第06期:1-2.
[7]朱荣.罗门哈斯漆及涂料事业部理念—环保和性能缺一不可[J].罗门哈斯漆及涂料业务季刊,2008年7月总第06期:11.
[8]Raj L.Gupta.ROHM AND HAAS 2007 ANNUAL REPORT[EB/OL].:http://www.rohmhaas.com/wcm/investors/index.page? 2008-1-28:
[9]珠江商报 国际建筑涂料行业呈现三大发展方向[EB].:慧聪商务网,2008-8-20:
[10]罗门哈斯化学技术成为美国化学史里程碑[EB].:慧聪商务网,2008-9-8:
[11]中国涂料博客.浅谈中国建筑涂料现状分析和发展展望[R].:慧聪商务网,2008-8-6:
[12]邓超明.涂料消费已走向理性 知识营销引导转变[EB].:甬商网,2008-5-14:
[13]涂料胶粘技术研究网.我国建筑涂料用聚合物乳液现状[EB].:涂料胶粘技术研究网,2008-3-15:
[14]全国人民代表大会常务委员会.中华人民共和国专利法[EB].:法律4班网,2000-8-25:
[15]SWOT分析[EB].:中国管理会计网:
[16]刘建军.Outlook of China macro economy and real estate development[R].:Rohm and Haas(China)Holding CO.,LTD.,:2008:
[17]康晓光.未来3-5年中国大陆政治稳定性分析[J].战略与管理,2003年03期:7-9:
[18]周伟长.新企业所得税法的实施对企业有那些丰要影响[EB].:中国涉外税收网,2008-6-20:
[19]上海证券报.中国外贸政策重大战略调整:积极扩大进口[EB].:2006-12-16:
[20]经济参考报.《反垄断法》实施里程碑只是一个开始[EB].:新华网,2008-8-1
[21]杨金志.律师课堂:劳动合刚法有五大亮点[EB].:新华网,2008-12-3:
[22]中华人民共和国知识产权局.中华人民共和国知识产权法(2000修正)[EB].:中华人民共和国知识产权局刚,2008-7-30:
[23]车玉明,姜雪丽.我国外贸政策将进行重大战略调整积极扩大进口.[EB].:新华网,2006-12-15:
[24]李国朋.PPG建筑装饰涂料业务中国竞争战略研究.[D].:万方数据,2005:
[25]蒋佳佳.明亮的灰色上海城市建筑“穿新衣”迎世博.[EB].:东方网,2008-09-26:
[26]柴国棵.2006年中国涂料牛产概况.[J].:上海涂料,2007年4月第45卷第4期:43-46:
[26]黄添源.我国建筑涂料现状及发展思考.[J].:中国粉体技术,2008年4月:107-108:
[27]司春林、王安宇,宏观经济学-中国经济分析[M].上海:上海财经大学出版社,2002:44,49-50,78-82.
[2]项保华,战略管理-艺术与实务[M].上海:复旦大学出版社,2007:95-97.
[3]GB 18582-2008.室内装饰装修材料内墙涂料中有害物质限量[S].北京:中国标准出版社,2008:
[4]GB/T 18883-2002.室内空气质量标准[S].北京:中国标准出版社,2002:
[5]HJ/T 201-2005.环境标志产品技术要求水性涂料[S].北京:中国标准出版社,2005:
[6]江谢海.2007年中国建筑涂料市场概况[J].罗门哈斯漆及涂料业务季刊,2008年7月总第06期:1-2.
[7]朱荣.罗门哈斯漆及涂料事业部理念—环保和性能缺一不可[J].罗门哈斯漆及涂料业务季刊,2008年7月总第06期:11.
[8]Raj L.Gupta.ROHM AND HAAS 2007 ANNUAL REPORT[EB/OL].:http://www.rohmhaas.com/wcm/investors/index.page? 2008-1-28:
[9]珠江商报 国际建筑涂料行业呈现三大发展方向[EB].:慧聪商务网,2008-8-20:
[10]罗门哈斯化学技术成为美国化学史里程碑[EB].:慧聪商务网,2008-9-8:
[11]中国涂料博客.浅谈中国建筑涂料现状分析和发展展望[R].:慧聪商务网,2008-8-6:
[12]邓超明.涂料消费已走向理性 知识营销引导转变[EB].:甬商网,2008-5-14:
[13]涂料胶粘技术研究网.我国建筑涂料用聚合物乳液现状[EB].:涂料胶粘技术研究网,2008-3-15:
[14]全国人民代表大会常务委员会.中华人民共和国专利法[EB].:法律4班网,2000-8-25:
[15]SWOT分析[EB].:中国管理会计网:
[16]刘建军.Outlook of China macro economy and real estate development[R].:Rohm and Haas(China)Holding CO.,LTD.,:2008:
[17]康晓光.未来3-5年中国大陆政治稳定性分析[J].战略与管理,2003年03期:7-9:
[18]周伟长.新企业所得税法的实施对企业有那些丰要影响[EB].:中国涉外税收网,2008-6-20:
[19]上海证券报.中国外贸政策重大战略调整:积极扩大进口[EB].:2006-12-16:
[20]经济参考报.《反垄断法》实施里程碑只是一个开始[EB].:新华网,2008-8-1
[21]杨金志.律师课堂:劳动合刚法有五大亮点[EB].:新华网,2008-12-3:
[22]中华人民共和国知识产权局.中华人民共和国知识产权法(2000修正)[EB].:中华人民共和国知识产权局刚,2008-7-30:
[23]车玉明,姜雪丽.我国外贸政策将进行重大战略调整积极扩大进口.[EB].:新华网,2006-12-15:
[24]李国朋.PPG建筑装饰涂料业务中国竞争战略研究.[D].:万方数据,2005:
[25]蒋佳佳.明亮的灰色上海城市建筑“穿新衣”迎世博.[EB].:东方网,2008-09-26:
[26]柴国棵.2006年中国涂料牛产概况.[J].:上海涂料,2007年4月第45卷第4期:43-46:
[26]黄添源.我国建筑涂料现状及发展思考.[J].:中国粉体技术,2008年4月:107-108:
[27]司春林、王安宇,宏观经济学-中国经济分析[M].上海:上海财经大学出版社,2002:44,49-50,78-82.