文档介绍：上海交通大学
硕士学位论文
ACC公司的竞争战略分析
姓名:于鸿博
申请学位级别:硕士
专业:工商管理
指导教师:黄丹
20090524
ACC 公司的竞争战略分析

摘要

ACC 公司是一家专业生产建筑涂料的美国独资化工企业,隶属于以
房地产开发和进出口贸易为主业的郭氏集团。2007 年开始,遭遇经济危
机,竞争环境恶化。公司如何才能够在逆市中发展,如何提高全面的管
理能力等问题成为公司管理层所关注的重要议题。
在本文中,首先提出论文研究背景和采用的理论知识、逻辑思路, 对
涂料行业的分类和特点进行总体阐述。接着介绍了 ACC 公司的背景,发
展历史,以及现状和所遇到的发展问题。
第二,分析建筑涂料企业所面临的宏、微观外部环境,利用 PEST 模
型,结合建筑涂料市场和产业环境分析,判断宏观环境给企业造成的威
胁与创造的机会。
第三,通过价值链模型,分析 ACC 公司的优势、劣势,并对照竞争
对手的特点,得出战略集团分布。
第四,结合 SWOT 模型,以及建筑涂料所处产业阶段所对应的战略特
点,利用动量指数模型、价值链分析等方法,得出 ACC 公司应实施低成
本与差异化结合的目标集聚竞争战略,提供全面的外墙解决方案,并为
战略的实施提出建议。

关键词:竞争战略,SWOT 模型,动量指数模型,价值链分析
ANALYSE PETITIVE STRATEGY OF ACC
COMPANY

ABSTRACT

ACC is an architecture paint manufacturer, part of GUOSHI Group, who
majored in the real estate and export trading industry. The environment of
competition became worse since 2007, company like ACC faced economic
crisis. The question of how to grow under global recession and enhance sharp
of strategy seems more important than ever before.
Firstly, this thesis began with the background analysis, thinking logical
construction, and introduced the sorts and characteristics of painting industry.
Then I gave a general introduction about the background of pany,
current business situation and the strategic questions that ACC are facing
now.
Secondly, the thesis made a systematic analysis of the external factors
that faced by architecture paint industry. Through PEST model, industry life
cycle, industry concentration petition analysis to judge the
opportunities and the threats that the paint industry are facing now.
Thirdly, following the value chain analyses, the thesis showed the
internal situation that ACC had, including the strength, weakness, core assets
petencies. By contrasting with petitors, I sum up the strategic
groups.
Fourthly, using SWOT, moment index model and value chain analysis to
get ACC’petitive strategy: Combining low cost strategy with
diffe