本文關(guān)鍵詞： 新產(chǎn)品開發(fā) 砂漿 SWOT分析 策略　出處：《山東理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在新產(chǎn)品開發(fā)逐漸備受眾多企業(yè)關(guān)注的情況下,企業(yè)的經(jīng)營狀況與其緊密相連,是企業(yè)提升自身市場競爭力和拓寬經(jīng)濟(jì)來源渠道的重要支撐手段,是企業(yè)維持生命力及可持續(xù)發(fā)展的根本途徑。作為企業(yè)發(fā)展壯大的關(guān)鍵因素之一,新產(chǎn)品的成功開發(fā)有利于企業(yè)發(fā)揮戰(zhàn)略優(yōu)勢,塑造企業(yè)終端形象,增加品牌效益。依托企業(yè)的可利用資源,借助新產(chǎn)品開發(fā)穩(wěn)固市場競爭優(yōu)勢,是現(xiàn)階段各公司不斷探索與挖掘的新型模式,特別是對于以砂漿為主產(chǎn)品的科技型企業(yè),要實(shí)現(xiàn)科研成果向企業(yè)效益的成功轉(zhuǎn)化,就必須緊緊圍繞合理的新產(chǎn)品開發(fā)策略,充分利用現(xiàn)有開發(fā)資源,構(gòu)建起完善的新產(chǎn)品研發(fā)、生產(chǎn)和銷售管理體系,全面提升新產(chǎn)品創(chuàng)新水平及創(chuàng)新力度。因此,本文運(yùn)用層次分析法、Porter五力分析模型和SWOT分析等研究方法,結(jié)合TLS公司的新產(chǎn)品開發(fā)狀況,對其研發(fā)過程中存在的問題進(jìn)行系統(tǒng)化分析,并針對其研發(fā)策略進(jìn)行探討分析。 首先,以現(xiàn)場調(diào)研與走訪形式掌握TLS公司運(yùn)營現(xiàn)狀及新產(chǎn)品開發(fā)流程,重點(diǎn)了解TLS公司新產(chǎn)品開發(fā)組織體系,以及在該體系下取得的新產(chǎn)品開發(fā)系列成果。以整體化的新產(chǎn)品開發(fā)生命周期為視角,研究了現(xiàn)階段TLS公司新產(chǎn)品開發(fā)所采取的策略取得的利益與存在的潛在問題。經(jīng)研究發(fā)現(xiàn),目標(biāo)市場選擇和定位不清,產(chǎn)品組合和開發(fā)時機(jī)不當(dāng),新產(chǎn)品開發(fā)方式和流程不佳是TLS公司現(xiàn)行新產(chǎn)品開發(fā)策略面臨的主要問題。此外,資源約束、信息不對稱和研發(fā)協(xié)同能力不夠、新產(chǎn)品開發(fā)風(fēng)險控制意識不強(qiáng)、質(zhì)量管理體系不佳也是制約TLS公司新產(chǎn)品開發(fā)成效的影響因素。 其次,對TLS公司新產(chǎn)品開發(fā)環(huán)境進(jìn)行重點(diǎn)剖析。外部環(huán)境層面,從國家相關(guān)政策、城鎮(zhèn)化與新農(nóng)村建設(shè)、建筑業(yè)與房地產(chǎn)業(yè)發(fā)展態(tài)勢4個方面識別新產(chǎn)品開發(fā)的機(jī)遇與挑戰(zhàn)；基于五力模型分析了TLS公司產(chǎn)品的供應(yīng)商和購買者的討價還價能力、潛在進(jìn)入者的威脅、替代品的威脅和同一行業(yè)的公司間的競爭狀況。在內(nèi)部環(huán)境層面,利用層次分析法和評分法改進(jìn)傳統(tǒng)的SWOT分析模型,將TLS公司內(nèi)部評價指標(biāo)進(jìn)行定量化分析,突出了構(gòu)成內(nèi)部優(yōu)勢與機(jī)遇、劣勢與威脅各因素對新產(chǎn)品開發(fā)的影響程度,并最終構(gòu)建了SWOT綜合分析矩陣。 然后,對TLS公司新產(chǎn)品開發(fā)策略進(jìn)行系統(tǒng)優(yōu)化。重新規(guī)劃了新產(chǎn)品開發(fā)的戰(zhàn)略原則,針對不同的新產(chǎn)品,制定相應(yīng)的發(fā)展目標(biāo)、市場目標(biāo)和特殊目標(biāo)。在新產(chǎn)品開發(fā)提升策略方面,重新定位目標(biāo)市場,采取新產(chǎn)品開發(fā)組合管理的方式進(jìn)行動態(tài)規(guī)劃；借鑒寶潔公司的新產(chǎn)品開發(fā)方式,結(jié)合TLS公司實(shí)際運(yùn)營狀況,確定公司自身的產(chǎn)品創(chuàng)新流程。另外,結(jié)合生命周期理論對砂漿新產(chǎn)品的階段性特點(diǎn)做出了分析。 最后,對TLS公司新產(chǎn)品開發(fā)保障措施進(jìn)行合理規(guī)劃。運(yùn)用生命周期理論等分析工具對TLS公司新產(chǎn)品開發(fā)進(jìn)行系統(tǒng)優(yōu)化及策略再設(shè)計(jì)。該方法雖然可改善原有新產(chǎn)品開發(fā)策略應(yīng)用過程中的諸多短板,但是在具體實(shí)施及應(yīng)用過程中,還會出現(xiàn)因較多不確定性因素導(dǎo)致的困難。為此,本文從資源保障、供應(yīng)鏈信息共享、新產(chǎn)品開發(fā)風(fēng)險控制、知識產(chǎn)權(quán)保護(hù)模式識別與選擇、建立全面質(zhì)量管理體系5個方面對TLS公司新產(chǎn)品開發(fā)策略提出了實(shí)施與應(yīng)用保障措施。
[Abstract]:In the development of new products by numerous enterprises gradually focus on the case of the operating conditions of enterprises closely linked, is an important means of supporting enterprises to enhance their market competitiveness and expand the channels of economic sources, is the fundamental way for enterprises to maintain the vitality and sustainable development. As one of the key factors for the growth of enterprise development, the successful development of new products help enterprises to play a strategic advantage, shaping the corporate image of the terminal, increase brand benefits. Relying on available resources, with the development of new products to stabilize market competitive advantage, is a new model of the company at the present stage of exploration and mining, especially for science and technology enterprises mainly to mortar products, research results to the benefit of enterprises the success of the transformation, new product development strategy must focus on the reasonable development, make full use of existing resources, build a new product with perfect research Development, production and sales management system, to enhance the new level of product innovation and innovation. Therefore, this paper uses AHP method, Porter model method five forces analysis and SWOT analysis, combined with the new product development situation of TLS company, the systematic analysis on the existing problems in the course of its development, and to analyze according to the research and development strategy.
First, grasp the TLS company operating status and new product development process on the scene investigation and interview, focus on understanding the system of new product development organization of TLS company, as well as in the system of new product development achievements. New product development life cycle to the overall view of the potential problems of TLS company at the present stage of new products the development strategy and the existing benefits. The study found that the target market selection and positioning is not clear, the development of product portfolio and inappropriate timing, new product development and process poor is the main problem facing the TLS company's current new product development strategy. In addition, resource constraints, asymmetric information and collaborative research and development ability is not enough the development of new products, risk control awareness is not strong, the factors influencing the quality management system is also restricting the development of new products of poor performance of TLS company.
Secondly, the new product development environment of TLS company are analyzed. The level of external environment, from the relevant national policies, urbanization and new rural construction, the development trend of the construction industry and real estate industry opportunities and challenges of the 4 aspects of the recognition of new product development; five forces model to analyze TLS company's product suppliers and buyers bargaining power based on and the threat of potential entrants, threat of substitutes and companies in the same industry competition situation. In the aspect of the internal environment, improve the traditional SWOT analysis model by using AHP method and scoring method, TLS internal evaluation index to make quantitative analysis of the internal structure, highlight the advantages and opportunities, the degree of influence of each weakness and threat of new product development, and finally construct a comprehensive analysis of the SWOT matrix.
鐒跺悗,瀵筎LS鍏徃鏂頒駭鍝佸紑鍙戠瓥鐣ヨ繘琛岀郴緇熶紭鍖，

本文編號：1452614