| 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 acid product competition strategy. Firstly, the paper makes an analysis of the external environment from the three aspects of the macroeconomic environment, the overall 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. |
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