本文選題：新產(chǎn)品開發(fā) + 耐火材料　； 參考：《山東理工大學》2015年碩士論文

【摘要】：傳統(tǒng)意義的新產(chǎn)品開發(fā)是指由于技術(shù)或工程的進步而使產(chǎn)品在某一或某幾方面具備新的功能或者特性,能夠進入市場、給消費者提供新的使用價值并能給企業(yè)帶來效益的產(chǎn)品被稱為新產(chǎn)品。隨著經(jīng)濟發(fā)展速度的加快,各種產(chǎn)品更新?lián)Q代的頻率也隨之加快。企業(yè)如何適應日新月異的市場需求成了生死攸關(guān)的重大課題。企業(yè)的新產(chǎn)品開發(fā)關(guān)系到企業(yè)能否快速應對市場變化、維護自身的市場競爭地位、迎合市場新需求、培育新的企業(yè)效益增長點,也關(guān)系到企業(yè)能否維持健康的經(jīng)營模式,從而影響企業(yè)可持續(xù)發(fā)展。在這種情況下,越來越多的企業(yè)特別是生產(chǎn)企業(yè)開始注重科技創(chuàng)新,探索新產(chǎn)品開發(fā)的新模式。要想實現(xiàn)科學技術(shù)向工業(yè)成果和企業(yè)效益的轉(zhuǎn)化,工業(yè)企業(yè)應該利用現(xiàn)有的資源和信息,統(tǒng)籌各種影響因素,不斷開拓創(chuàng)新并注重成果轉(zhuǎn)化,構(gòu)建科學的完善、符合企業(yè)實際的、具有可行性的新產(chǎn)品開發(fā)、生產(chǎn)和銷售體系。本文采用波特五力分析模型、層次分析法、和優(yōu)化后的SWOT分析模型等方法對ZBHQ公司的新產(chǎn)品開發(fā)進行系統(tǒng)分析和戰(zhàn)略規(guī)劃,根據(jù)其內(nèi)外部環(huán)境和企業(yè)實際提出可行的耐火材料新產(chǎn)品開發(fā)戰(zhàn)略。首先,通過對ZBHQ公司運營情況和其現(xiàn)有新產(chǎn)品開發(fā)流程的調(diào)查,了解ZBHQ公司的新產(chǎn)品開發(fā)的組織體系、運行狀況和取得的成果。然后通過以上調(diào)查和分析,對ZBHQ公司新產(chǎn)品開發(fā)過程中存在的問題進行查找,發(fā)現(xiàn)該公司的對新產(chǎn)品的目標市場定位模糊,跟隨型開發(fā)戰(zhàn)略使公司不能制定切合自身實際的項目計劃。缺乏對開發(fā)時機的把握的概念,產(chǎn)品組合以中低檔耐材為主,沒有進行合理規(guī)劃,且其耐火材料新產(chǎn)品開發(fā)流程和方式也存在一系列問題。此外,還存在人力資源保障不足、研發(fā)資金不能保障、供應鏈信息共享程度不良、對研發(fā)風險的把控不夠等影響新產(chǎn)品開發(fā)效果的因素。其次,重點分析ZBHQ公司耐火材料新產(chǎn)品開發(fā)的內(nèi)外部環(huán)境。從政策層面、作為基礎(chǔ)性行業(yè)的發(fā)展機遇、下游行業(yè)轉(zhuǎn)型需求的機遇和主要下游行業(yè)的發(fā)展情況四個方面對ZBHQ公司所處的宏觀環(huán)境進行分析,認為耐火材料產(chǎn)品仍存在很大的市場空間。然后從上下游產(chǎn)業(yè)的議價能力、潛在進入者威脅、替代產(chǎn)品威脅和同行業(yè)內(nèi)競爭對手的壓力五個方面對ZBHQ公司耐火材料新產(chǎn)品開發(fā)所處的行業(yè)環(huán)境進行了分析。用經(jīng)過層次分析法和分級評分法改進的SWOT分析模型對ZBHQ公司耐火材料新產(chǎn)品開發(fā)的內(nèi)外部影響因素指標進行分析,量化后的指標權(quán)重可以清晰的展現(xiàn)各個因素對ZBHQ公司耐火材料新產(chǎn)品開發(fā)的影響程度,據(jù)此構(gòu)建起ZBHQ公司耐火材料新產(chǎn)品開發(fā)的綜合性的SWOT分析矩陣。再次,對ZBHQ公司耐火材料新產(chǎn)品開發(fā)戰(zhàn)略進行重新設(shè)計和優(yōu)化。依據(jù)上文的分析結(jié)果重新確立了ZBHQ公司耐火材料新產(chǎn)品開發(fā)的7個戰(zhàn)略原則,并根據(jù)耐火材料產(chǎn)品種類不同分別制定了針對不同種類的發(fā)展目標和市場目標。在對新產(chǎn)品開發(fā)戰(zhàn)略的提升方面提出了四種戰(zhàn)略,分別為目標市場重新定位戰(zhàn)略方式選擇戰(zhàn)略、組合管理戰(zhàn)略和基于生命周期理論的針對耐火材料新產(chǎn)品開發(fā)不同階段的階段性開發(fā)戰(zhàn)略。最后,結(jié)合ZBHQ公司耐火材料新產(chǎn)品開發(fā)的實際流程提出系統(tǒng)的新產(chǎn)品開發(fā)保障措施。分別從資源保障、供應鏈信息共享、研發(fā)風險控制和構(gòu)建全面質(zhì)量管理體系四個方面提出具體的措施來保障ZBHQ公司耐火材料新產(chǎn)品開發(fā)戰(zhàn)略的實施和應用。
[Abstract]:The new product development of the traditional meaning means that the product has new functions or characteristics in one or some aspects because of the progress of technology or engineering, which can enter the market, provide the new use value to the consumer and bring the benefit to the enterprise as new product. With the speed of economic development, the products are updated and changed. How to adapt to the changing market demand has become a vital issue. The development of enterprise's new product is related to whether the enterprise can quickly cope with the market change, maintain its own market competition status, cater to the new market demand, cultivate new enterprise benefit growth point, and also be related to the maintenance of the enterprise. In this case, more and more enterprises, especially the production enterprises, have begun to pay attention to scientific and technological innovation and explore new models of new product development in this case. In order to realize the transformation of science and technology to industrial results and enterprise benefits, industrial enterprises should make use of existing resources and information to co-ordinate each other. In this paper, the Potter five force analysis model, the analytic hierarchy process (AHP) and the optimized SWOT analysis model are used to systematically analyze the new product development of ZBHQ company. And strategic planning, according to its internal and external environment and enterprise reality to put forward a feasible new product development strategy for refractory materials. First, through the investigation of the operation of ZBHQ company and its existing new product development process, understand the organization system, operation status and achievements of the new product development of ZBHQ company. To find out the problems in the new product development process of ZBHQ company, it is found that the target market positioning of the new product is vague and the following development strategy makes the company can not make the project plan which is realistic. In addition, there are still a series of problems in the process and way of developing new refractory products. In addition, there are still insufficient human resource protection, inability of R & D funds, poor information sharing in supply chain, inadequate control of R & D risk and other factors affecting the development effect of new products. Secondly, it focuses on the analysis of new refractory products of ZBHQ company. From the policy level, from the policy level, as the opportunity for the development of the basic industry, the opportunities for the transformation of the downstream industry and the development of the main downstream industries, the macro environment of the ZBHQ company is analyzed. It is considered that the refractory products still have a large market space. Then the bargaining power of the upstream and downstream industries can be obtained. Force, potential entry threat, replacement of product threat and the pressure of competitors in the same industry five aspects of the industry environment in the development of ZBHQ refractory new products. The internal and external impact of the SWOT analysis model improved by the analytic hierarchy process and grading method on the development of ZBHQ refractory new products The index weight is analyzed, and the weight of the quantized index can clearly show the influence degree of various factors on the development of ZBHQ refractory new product. Based on this, a comprehensive SWOT analysis matrix for the development of the new refractory material of ZBHQ company is constructed. Again, the strategy of the new product development of the refractory material of ZBHQ company is redesigned and optimized. According to the results of the analysis above, 7 strategic principles for the development of ZBHQ new refractory products are reestablished, and different kinds of development goals and market targets are formulated according to the different types of refractory products. Four strategies are proposed for the promotion of new product development strategy, which are redefined for the target market, respectively. The strategic choice strategy, the combination management strategy and the life cycle theory based development strategy for different stages of the refractory new product development. Finally, combined with the actual process of the ZBHQ refractory new product development, the new product development support measures are put forward. Four aspects of the R & D risk control and the construction of the total quality management system are put forward to ensure the implementation and application of the ZBHQ company's new product development strategy.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.7;F272

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