本文選題：項(xiàng)目管理 + 需求導(dǎo)向　； 參考：《電子科技大學(xué)》2017年碩士論文

【摘要】：對(duì)企業(yè)而言,市場(chǎng)是生存及其發(fā)展的基礎(chǔ)。而客戶作為市場(chǎng)中的核心因素,更加成為企業(yè)賴以生存的關(guān)鍵對(duì)象。而大客戶作為客戶群中的核心角色,必然成為企業(yè)發(fā)展關(guān)注的重中之重。隨著新興科技席卷全球,市場(chǎng)競(jìng)爭(zhēng)越發(fā)激烈,傳統(tǒng)的企業(yè)營(yíng)銷模式也正發(fā)生著巨大的變化,終端客戶的多元化導(dǎo)致需求的獨(dú)特性特征日益明顯,客戶滿意度的高低直接決定企業(yè)的形象和運(yùn)營(yíng)。企業(yè)必須將客戶牢牢抓住,充分利用市場(chǎng)調(diào)研、客戶滿意度收集等機(jī)會(huì),查找企業(yè)與客戶需求之間的差異,滿足客戶內(nèi)在需求,從而提高客戶忠誠(chéng)度。航天LY廠作為傳統(tǒng)的軍工企業(yè),企業(yè)經(jīng)過(guò)三線調(diào)遷和快速發(fā)展后,已經(jīng)進(jìn)入轉(zhuǎn)型發(fā)展關(guān)鍵時(shí)期。受到國(guó)際安全形勢(shì)和軍事環(huán)境影響,近年來(lái)企業(yè)軍品型號(hào)市場(chǎng)訂單急劇增長(zhǎng),企業(yè)在承接多項(xiàng)任務(wù)時(shí),經(jīng)常出現(xiàn)無(wú)法按時(shí)交付產(chǎn)品或產(chǎn)品質(zhì)量不過(guò)關(guān)等問(wèn)題,使客戶滿意度明顯下降,抱怨和投訴增多,以至于產(chǎn)生已有市場(chǎng)份額丟失的風(fēng)險(xiǎn)。因此,怎樣利用科學(xué)的方法讓企業(yè)資源與客戶需求相匹配,提供滿足客戶特別是大客戶的需求的新產(chǎn)品,更快速實(shí)現(xiàn)經(jīng)濟(jì)增長(zhǎng),已成為企業(yè)當(dāng)前最迫切解決的問(wèn)題。本文分析討論了航天LY廠企業(yè)組織結(jié)構(gòu),指出了 “弱矩陣”在滿足客戶需求上存在的問(wèn)題,提出了構(gòu)建“強(qiáng)矩陣”的大客戶之營(yíng)銷管理模式,并對(duì)其特點(diǎn)和內(nèi)涵進(jìn)行描述,明確了以型號(hào)(項(xiàng)目)“兩總”為項(xiàng)目經(jīng)理來(lái)實(shí)施以滿足客戶需求的新產(chǎn)品開發(fā)的項(xiàng)目管理模式,將客戶需求(含潛在需求)與新產(chǎn)品開發(fā)結(jié)合起來(lái),按項(xiàng)目管理的四個(gè)主要階段的思維對(duì)新產(chǎn)品開發(fā)實(shí)施項(xiàng)目管理,落實(shí)企業(yè)質(zhì)量方針,即以客戶為關(guān)注焦點(diǎn),讓新開發(fā)的產(chǎn)品盡快形成商品交付客戶,從而支持企業(yè)快速做大做強(qiáng)。論文將基于航天LY廠現(xiàn)狀,嘗試?yán)庙?xiàng)目管理的科學(xué)理論,分析相關(guān)案例,總結(jié)出當(dāng)前企業(yè)在新產(chǎn)品開發(fā)存在的不足,分析其成因,提出解決措施方案,即建立新的管理模式——基于大客戶需求導(dǎo)向新產(chǎn)品開發(fā)的項(xiàng)目管理模式。最后結(jié)合航天LY廠某項(xiàng)目的運(yùn)作,對(duì)基于客戶需求導(dǎo)向的新產(chǎn)品開發(fā)項(xiàng)目管理模式進(jìn)行驗(yàn)證,并進(jìn)一步闡明:只有緊密貼合客戶需求,用科學(xué)的方法對(duì)客戶需求進(jìn)行分解并逐一落實(shí)到產(chǎn)品的開發(fā)過(guò)程,才能研制出客戶滿意的商品,為企業(yè)創(chuàng)造價(jià)值。
[Abstract]:For the enterprise, the market is the foundation of survival and development. As the core factor in the market, the customer is the key object for the enterprise to survive. As the core role of the customer group, the large customer will inevitably become the most important concern of the enterprise development. With the emerging technology sweeping the world, the market competition is more intense and the traditional enterprise is more and more fierce. The marketing mode of the industry is also changing greatly. The diversification of the terminal customers leads to the increasingly distinct characteristics of the unique characteristics of the demand. The degree of customer satisfaction directly determines the image and operation of the enterprise. The enterprise must seize the customer firmly, make full use of the market research, the customer satisfaction and other opportunities, and find the between the enterprise and the customer's needs. As a traditional military industrial enterprise, LY factory has entered the key period of transformation and development after three lines of relocation and rapid development. Under the influence of international security situation and military environment, the market orders of military product models have increased rapidly in recent years and enterprises are undertaking more. In the event of a task, there are often problems such as failure to deliver products or quality of products on time, so that customer satisfaction is significantly reduced, complaints and complaints are increased to the risk of loss of market share. Therefore, how to make use of scientific methods to match business resources with customer needs and to provide customers, especially large customers The new product of demand has become the most urgent problem to be solved at present. This paper analyzes and discusses the organization structure of the enterprise of aerospace LY factory, points out the problems of "weak matrix" in meeting the customer's demand, and puts forward the marketing management model of "strong matrix" for large customers, and its characteristics and connotations. This paper describes the project management model of the new product development with the project manager of the project (project) "two general" as the project manager to meet the needs of the customer. It combines the customer demand (including the potential demand) and the new product development, and implements the project management of the new product development according to the four main stages of the project management, and implements the quality of the enterprise. The policy is to take the customer as the focus, let the newly developed products form the goods to the customers as soon as possible, so as to support the enterprise to be fast and bigger and stronger. The thesis will be based on the status of the space LY plant, try to use the scientific theory of the project management, analyze the related cases, sum up the shortcomings of the current enterprise in the new product development, analyze its causes and put forward solutions. The scheme is to establish a new management model - the project management model based on the demand oriented new product development of the large customer. Finally, the project management model based on the customer demand oriented new product development project is verified by the operation of a project in the space LY plant. Customer needs can be decomposed and implemented into the product development process one by one, so as to develop customer satisfaction products and create value for enterprises.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.5;F273.2

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