| The Methyl methacrylate (MMA), (Methyl methacrylate, MMA) is an important organic chemical product, is the most main acrylic plastic the polymerisation of the monomer. Product features a colourless liquid, low-toxic, volatile, flammable. Solubled in ethanol, ethyl ether, acetone, etc a lot of organic solvent, slightly solubled in ethylene glycol and water. In the light, heat, ionizing radiation and the presence of catalyst it polymerizes easily.MMA products are most widely used, after many years of application and development, MMA of our country has already almost all as monomer polymerization processed into PMMA pouring board in a single variety from the 1970 s, turned to the resin used in the process of products fields, such as surface coatings, adhesives, ACR and MBS, textile warp size, medical polymer materials, leather additives and some various composite plastic alloy and other fields, and the development of the heat resistance, resistance to wear, antistatic, strong blunt PMMA and especially big, especially thick, hollow, alien PMMA and optical fibers of the inner core materials with PMMA, MMA application field develops inceasingly.As an important chemical raw materials, MMA market develops relatively mature in Europe and the United States and other developed countries, the growth of production and sales volume is stability. The figures showed that growth in demand in the United States is about 3%, European is about 2.4%. And in this country, in recent years, along with the car industry and the construction industry strong development and the market demand for years is increasing at the rate of 9.1%.The group company directly under general of China national petroleum corporation, is a wholly owned subsidiary of China's oil and gas group. The company's main business is general group production, operating chemical processing product primarily extensions processing manufacturing business, existing more than 60 chemical processing production equipments, the main products includes acrylonitrile, acrylamide, ethanol, acetonitrile, acetone cyanogen alcohol, sodium cyaniding, ACR, H acid and more than 20 varieties, these products in scale, production, market share are both in the domestic leading, is the total to suppliers.The domestic market demand for products development consideration, general group companies rely on their own advantages, the integration of production, through the product line extension, explore potential to expand capacity and additional product creation value, methyl methacrylate (MMA) products methyl gradually become bigger and stronger, and have experienced more than ten years of development process.Along with the market needs to expand, the chemical industries from home and abroad are engaged in MMA project, formed HeiLong JiangLongXin, KIN degussa, Lucite International, Huizhou HuiLing into general and common competition market of domestic situation, and all kinds of small enterprises are also involved, the domestic market competition becomes increasingly fierce. In recent years prices of MMA products are soaring, and raw materials and cost increasing, profit margins squeezed. The reality of the enterprise will be faced is that how to form unique competitive advantage in fierce competition. This paper based on the project and project investment in MMA operations management, combined with the domestic and international market situation, the summary and analysis of the project MMA market environment, competitive situation, through the scientific analysis, form the MMA project competition strategy choice, and discuss the market competition strategy for the implementation of security countermeasures, having certain reference significance for the general group company for MMA project development.This paper mainly summarize the product knowledge and MMA project development, focuses on collecting and finishing the technology, the characteristics and use of the products, the market development and current situation. Thus laid a foundation of products and project management of related theory knowledge, especially summarizes the project cycle theory, market marketing theory, strategic management theory, and with the general group company project development course and the project MMA development present situation, and the combination of clear MMA project on general group company the significance of the development, and the research contents, the research process and method.In the second part, MMA product market are researched, the industry itself and influence of MMA of related factors were analyzed, and relative datas, MMA market supply situation in the domestic market and international market supply are described herein. On this basis, the MMA market positioning analysis, sorting out MMA downstream applications and market products main application areas of the MMA basic situation. Combining the domestic and international market development and changes and international macroeconomic situation, product international market consumption demand and domestic market consumption demand is made on the basic judgment. So as to establish the MMA product market overall awareness.In the third part, the MMA product market demands are analyzed and predicted. Based on the demand of the MMA product market basic goals, the selection of the Delphi method, methods of order, according to the product demand forecast basic step, that determine a goal, collect data, material sentenced to research, data analysis, selection method, digital forecast, the assumption method, forecasting the MMA product market scientifically, form product life cycle, product market demand, product and the main raw material capacity price, product target market for forecast.In the fourth part,the MMA project market competition strategy choice are analyzed. With SWOT analysis method and Boston matrix method, aiming at the product competition environment, including internal environment and external environment, and analyzed the opportunity and the competitive threat that MMA project faced, general group company own advantages and disadvantages, in this analysis based on the results, the general group company MMA project competitive strategy and product strategy were analyzed and summarized. Points out that general group company should take growth-type strategy, and choose the MMA products as general star product adjustment of product strategy, formation and expand the scale of products, achieve domestic market advantage over the competition status.In the fifth part, the MMA project implementation security are analyzed, from the project design, implementation, operation, we combined with the project management method, strengthen the corresponding management, improve the production efficiency and product quality, improve production methods, promote the continuous improvement of the output and the quality, improve product layout and production system construction, which set up the general group company the advantage of MMA project, laying solid foundation for the development and implementation the twelfth Five-year plan.In the final part,the full text are summarized, and puts forward the future of MMA project development and outlook.This paper focuses on the future development of general group company MMA project, market, environment, competition, strategy and enforcement guarantee carried on the detailed argument, find out the successful experience, and the establishment of the future market competition strategy. Based on the basic theory of competitive strategy, combining with case, the enterprise strategy implementation is studied.With various scientific methods basic evaluation, the competition strategy analysis and judgment are finished, providing the realistic operational market competition strategy plan for the enterprise, bringing revelation for the domestic chemical enterprise competition strategy adjustment. |
