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上海交通大学硕士学位论文上海蓝方圆建筑涂料市场开发战略分析姓名：钱天舒申请学位级别：硕士专业：工商管理（MBA）指导教师：田澎2003.1.12FromMicrosofttoahardwarestore,everycompanyshouldhaveastrategy.Astrategydecisionwillchangethelifeandprofessionofmanypeopleandmakeacompanysurviveorgotobankruptcy,soitisveryimportant.Althoughsomecompaniesweremanagedbygeniuswithgnosisandpursuedoutstandingachievement,manyofthemhadnoluck.Mostcompaniesbenefitfromsuchstrategymanagementtomakeadecisionwithbothinstinctandanalysis.ShanghaiLanfangyuanTechnologyandDevelopmentCo.,ltdhasexperiencedsixyearscompetitioninarchitecturalcoatingmarketinChinaandperformedquitwell,buttillnowthecompanywasbeingoperatedbytheinstinctofthegeneralmanagerwithoutanyessentialanalysis.Nowthecompanyfacedtwoproblems:Firstlytheriseinnetprofitisfarmoreslowerthantheriseinsales;Secondlytheproductionlinedoesnotfullyrunandmostcapacityareleftunused.Thetopicofthisthesisistostudywhatkindofstrategythecompanyshouldtakeforfurtherdevelopmentinthelineofarchitecturalcoating.Afterananalyzingofarchitecturalcoatingproductsanditsmarket,wereachedsomeconclusionsasfollow:Architecturalcoatingistheproductofqualitydifferentiation;themarketofarchitecturalcoatingisamarketofmonopolisticcompetition;ArchitecturalcoatingmarketinChinaisfarfrommatureandfullofopportunities.Withtheresultofexternalauditandinternalaudit,itissurethatthecompanyshouldtakeanaggressivestrategyofZhenjiangmarketdevelopment.Asufficientstudyhasbeentakenontargetmarketanditstrends,factorswhichwillinfectuser’sdecisionmakingandcompetitiveprofile.Finallyamarketmixforzhenjiangmarketisfixedwhichisformedbyaverticalcharacterdiversificationproductstrategy,alowpricingwithdiscountpricestrategy,aplacestrategyofnoagentandapromotionstrategyofsponsoringproductintroductionmeetingforthedesignersanddevelopers.Thispaperisjustatryofapplyingthemanagementtheorytopractice,andwishitwoulddeepenmyunderstandingoftheory.Keywords:Competition,Architecturalcoating,marketdevelopmentstrategy,Productdifferentiation20021215MBA-1-9.3%.1JoelRossMichaelKamiMBA-1-9.3%.1JoelRossMichaelKamiMBA-2-MBA2(strategyformulation)MBA-2-MBA2(strategyformulation)MBA-3-2001WTOstrategicpositionandactionevaluation(SPACE)matrixMBA-4-3MBA-5-110009401967197519821711850%40%1.2.3.MBA-5-110009401967197519821711850%40%1.2.3.MBA-6-1.2.3.4.5.6.MBA-7-22.1Freedonia20002,600600200020053.7%20053,100750200526%23%23%6%22%9.3%7.3%10000()1010152000382,63.7%FreeentryandexitMBA-8-MonopolisticCompetition2.219804020002002530200026.319151.9/20015.81.51.40.620026.21.61.50.72000500181.6500200250199927.5%90105MBA-9-20056.6%7.5%1999650825200018280004221120005.374.354.184.185Sherwin–williams2000100200050ICISherwin–williams3520004.414.073.68,70%–90%200514035%201522060%MBA-10-19982004200918023024016020026030601202000.4AkzoNobel4700PPG4500SherwinWillieams3700ICI3500Dupont3100BASF2050Vaispar2000Nippon1800Totalfina1700kansai150028550*MIPSMBA-11-500044104070368035503250278025002200205033490*2001.3MBA-12-119935019894115010001000200020013-13-1Figure3-1companystructuresMBA-12-119935019894115010001000200020013-13-1Figure3-1companystructuresMBA-13-19931994199519961997199819992000200126420211189452149600341823047889574786647573315575593779232723:26420211189452149600317255437667373314903396535339701344229908000245676305839416358402935836682152866200007163811055386136487127525613474153:15256863541911012401917323251260927351933229066407915852514333852315524651738732834990612152234138132105594710748025515528962320532124021021756420468298039425264935634124057919799931837784225481832411333742470:5828526372141064062025686734610125121171200191296322373127543897210441732161218532502296839679161105524994619275111091382366010817651325268150515800000000000000210834112746000000000003967916110552499461927511109131034494119451113252681505158:26421119021496341834789047866573327559492327370371499155034965850961063023986628113717912496741412831:*1993926*1997*MBA-14-19931994199519961997199819992000200115495366715669933391170736176072822063662902334399925549329141.1260401313702659749598106115691316337001789001191644726706241.1.110162986037352219226876496002107253592010852304111320921.1.211040814269322137218334635279531661339533384211610134821.1.3500010000250005000060000500005000050000615001.1.44336474972611581378842481161945524235605000424635501.1.50000000124801.2289135357864333590572630603815572666111333320828082262290289135398351432669802545916359973551102772311158492972652:040487990792299153125444008854922155609697103621.2.128913535786433359057263060381557266653550855488022622901.2.2000000577825152792802/5495366715669933391170736176072822063662902334399925549329142.1244994661464891571928416143171509802492077700302.1.1000000005000002.1.2203524184554731326496350025338322792324852511582.1.34147003586000002.1.416124769101602095720661178331870116722188722.20000000002.2.10000000002.2.20000000002.35250376249529284481113544167656721631952800374375004841628842.3.15000005000005000005000005000005000005000005000005000002.3.2370418696690461275562338583325214462395712067124892.3.3213331062563594024859889427091