本文關(guān)鍵詞： 產(chǎn)品的價(jià)值 產(chǎn)品設(shè)計(jì)特征 定位 產(chǎn)品生命周期 價(jià)格　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：開發(fā)新產(chǎn)品是企業(yè)應(yīng)對(duì)市場(chǎng)競(jìng)爭(zhēng)的關(guān)鍵之一。新產(chǎn)品開發(fā)經(jīng)常會(huì)面臨很多挑戰(zhàn),如復(fù)雜多變的客戶需求、產(chǎn)品定位、價(jià)格戰(zhàn)略制定等。對(duì)這些問題進(jìn)行分析具有重要的理論意義和實(shí)用價(jià)值。 本文選擇A公司伺服塑機(jī)泵產(chǎn)品開發(fā)為目標(biāo),針對(duì)A公司伺服塑機(jī)泵新產(chǎn)品開發(fā)的三個(gè)問題進(jìn)行研究并提出解決方案。 首先,針對(duì)產(chǎn)品特征不滿足客戶需求問題,按照產(chǎn)品開發(fā)過程分三步解決。在調(diào)查分析階段,根據(jù)客戶需求的層次性設(shè)計(jì)層次化調(diào)查問卷來獲取客戶的根本性需求信息；對(duì)于調(diào)查所獲信息的分析,使用KJ分析法和Keno模型對(duì)于調(diào)查信息進(jìn)行分析和歸納,進(jìn)而提取出用工程語言描述的客戶需求。在概念產(chǎn)生階段利用質(zhì)量功能展開屋(QFD)將客戶需要內(nèi)容和滿足方法進(jìn)行邏輯連接,然后利用Pugh選擇矩陣對(duì)各種概念進(jìn)行選擇和再組合,獲得更好地滿足客戶需求的概念,產(chǎn)品特征確定階段利用模塊化設(shè)計(jì)適應(yīng)客戶變化的需求。 其次,對(duì)于產(chǎn)品定位策略模糊的問題,分產(chǎn)品價(jià)值定位和營(yíng)銷策略定位兩部分解決。對(duì)產(chǎn)品價(jià)值定位策略改進(jìn)通過目標(biāo)客戶群分析、產(chǎn)品客戶利益量化分析、產(chǎn)品競(jìng)爭(zhēng)差異點(diǎn)來解決；對(duì)營(yíng)銷策略定位的改進(jìn)利用競(jìng)爭(zhēng)分析,和4P+4P營(yíng)銷理論進(jìn)行解決。 最后,針對(duì)產(chǎn)品價(jià)格策略偏離市場(chǎng)的問題,利用市場(chǎng)細(xì)分將客戶區(qū)分為價(jià)值導(dǎo)向型客戶和價(jià)格導(dǎo)向型客戶。對(duì)價(jià)值導(dǎo)向型客戶利用價(jià)值定價(jià)法、價(jià)格3C模型和客戶價(jià)值感知分析法制定價(jià)格策略；對(duì)于價(jià)格導(dǎo)向型客戶采用倒推法確定市場(chǎng)供應(yīng)物,然后價(jià)格敏感度分析法確定相應(yīng)的價(jià)格范圍和最佳定價(jià)。 通過這些分析和實(shí)證,對(duì)伺服塑機(jī)泵產(chǎn)品開發(fā)的三個(gè)問題進(jìn)行了較為有效地解決。這些方法對(duì)于A公司今后類似的新產(chǎn)品開發(fā)也有一定的參考意義。
[Abstract]:Developing new products is one of the keys for enterprises to cope with market competition. New product development often faces many challenges, such as complex and changeable customer demand, product positioning. The analysis of these problems has important theoretical significance and practical value. In this paper, the development of servo plastic pump in company A is chosen as the target, and three problems in the new product development of servo plastic pump in A company are studied and the solutions are put forward. First of all, according to the product development process, the problem of product characteristics is not satisfied with customer needs, which is solved by three steps. In the phase of investigation and analysis. According to the hierarchy of customer needs design a hierarchical questionnaire to obtain the fundamental needs of customers information; For the analysis of the information obtained from the investigation, the KJ analysis method and the Keno model are used to analyze and summarize the investigation information. Then the customer needs described in engineering language are extracted. In the stage of concept generation, the content of customer needs and the satisfaction methods are logically connected by using the quality function to expand the QFDs. Then Pugh selection matrix is used to select and recombine various concepts to better meet customer needs. In the stage of product feature determination modular design is used to adapt to the changing needs of customers. Secondly, the product positioning strategy fuzzy problem, divided into product value positioning and marketing strategy positioning two parts. Product value positioning strategy improvement through target customer group analysis, product customer interest quantitative analysis. Product competition difference points to solve; The improvement of marketing strategy orientation is solved by competitive analysis and 4 P 4 P marketing theory. Finally, aiming at the problem of product price strategy deviating from the market, the customer is divided into value-oriented customer and price-oriented customer by market segmentation, and the value-oriented customer is divided into value-oriented customer and price-oriented customer. Price 3C model and customer value perception analysis method to formulate price strategy; For the price-oriented customers, the backstepping method is used to determine the market supply, and then the price sensitivity analysis method is used to determine the corresponding price range and the best price. Through these analysis and demonstration, three problems of servo plastic machine pump product development are solved more effectively. These methods have certain reference significance for the similar new product development of company A in the future.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.4;F273.2

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本文編號(hào)：1491211