摘
要
摘要
我国的涂料市场通过多年的成长和完善，在 2020年其生产规模终于突破了
3800万吨的大关，已经发展成为了国际知名的涂料生产以及使用大国。外资企
业在国内市场中所占据的份额比例达到了45%，并且在中高档产品中拥有绝对的
权，在涂料领域，占据着压倒性的优势，国内企业根本无力与之抗衡。伴随着改
革开放的开始，外资涂料企业开始进入中国市场,因为现阶段国产涂料企业在市
场竞争力环节比较欠缺，因此市场份额更为侧重于利润空间相对较小的低端市场。
利润空间相对广阔的中高端市场大部分都被国外的涂料企业所掌控。近几年以来，
国际知名的涂料企业大举进军中国市场，导致我国本土的涂料企业受到了极大的
冲击，欧亿·体育（中国）有限公司兼并情况日趋严重，并开始逐步的向产业化方向进行发展，竞争门槛
也在逐步的提升。加之原材料价格提升等各类因素的影响造成利润空间逐步的缩
小，我国的涂料企业在生存和发展环节面临着巨大的考验。PPG涂料公司身为我
国涂料欧亿·体育（中国）有限公司中的一份子，在过去的五年中其销售情况同样陷入了举步维艰的地步，
在涂料市场逐步的趋于完善，各类企业飞速发展的大背景下，企业怎样对自身的
市场地位进行巩固，怎样对市场份额进行拓展，怎样彰显自己独有的特色，对于
自己的竞争优势进行提升，怎样开辟出于与企业相匹配的发展之路，尽快的走出
目前的经营困境，怎样在今后的市场竞争中获得稳定快速的发展，是PPG涂料公
司需要重点研究的问题。
本篇论文第一步是对工业涂料欧亿·体育（中国）有限公司当前的研究情况进行深入性的分析。通过
各种有效的方法和工具针对PPG涂料公司的外部环境开展细致性的研究，PPG涂
料公司无论是在外界环境，还是在国家政策等方面都拥有众多的优势。但是不容
忽视的是PPG涂料公司还需要面对各类竞争对手逐步增加，企业的品牌影响力有
所欠缺、缺乏必要的议价能力、政策管控力度逐步提升等问题。针对PPG涂料公
司的各项情况和资源实施系统性分析之后发现，PPG涂料公司在生产能力和研发
技术等方面拥有比较显著的优势，比如PPG涂料公司的工作人员拥有较高的素质
水平，并且企业的财务资金比较充裕。不足之处在于企业的管理成本相对较高、
组织架构缺乏合理性、在技术支持方法缺乏独立性、销售能力有所欠缺等。
根据PPG涂料公司目前的各项情况，利用科学合理的分析和研究，为PPG
I

摘
要
涂料公司制定了相对应的竞争战略。通过自己所拥有的市场基础以及产品优势来
对市场进行更深层次的开发。利用各种合理有效的产品策略，对于成本进行调整
和压缩、对于竞争优势开展切实化的提升。PPG涂料公司借助对战略进行选取和
推行，合理运用外界环境所带来的机遇，利用对目标进行明确、对资源进行合理
化利用、对市场进行深入开发等策略，让企业的经济效益获得显著性的提升。
关键词：PPG涂料公司；涂料生产；SWOT分析；竞争战略
II

Abstract
Abstract
After years of gradual growth and improvement, the total output of China's
coating market has exceeded the mark of 38 million tons in 2020, and has developed
into an internationally famous large country in production and use. The share of
foreign-funded enterprises in the domestic market has reached 45%, and the
proportion of medium and high-grade products has reached a high level, especially in
the field of coatings, which occupies an overwhelming advantage, and domestic
enterprises are simply unable to compete with it. In recent years, international
well-known coating enterprises have entered the Chinese market on a large scale,
which has led to a great impact on China's local coating enterprises. The industry
merger is becoming more and more serious, and began to develop in the direction of
industrialization, and the competition threshold is also gradually improving. In
addition, due to the influence of various factors such as the increase of raw material
prices, the profit space is gradually reduced, and China's coating enterprises are facing
a huge test in the link of survival and development. As a member of China's coating
industry, PPG coating company's sales situation has also fallen into difficulties in the
past five years. Under the background of the gradual improvement of the coating
market and the rapid development of various well-known enterprises, how can
enterprises stabilize their market position, expand their market share and reflect their
unique characteristics, How to improve its competitive advantage, how to open up a
development road matching the enterprise, quickly get out of the current business
dilemma, and how to obtain stable and rapid development in the future market
competition are the key issues that PPG coating company needs to study.
The first step of this paper is to deeply analyze the current research situation and
research theory of industrial coating industry. Through various effective methods and
tools to carry out detailed research on the external environment of PPG coating
company, PPG coating company has many advantages and opportunities in political,
economic and other external environment, as well as national policies. However, it
can not be ignored that PPG coating company also needs to face challenges such as
III
。。。以下略