【摘要】：中國改革開放發(fā)展三十多年以來,大量的外資企業(yè)進(jìn)入中國,有的發(fā)展的很成功,業(yè)務(wù)蒸蒸日上,有的發(fā)展也不盡人意。R集團(tuán)2006年收購中國的RS公司企業(yè),RS公司所屬的空調(diào)行業(yè)規(guī)模連年來不斷發(fā)展壯大,總市場需求在不斷增加,但RS自從被收購以后,馬達(dá)業(yè)務(wù)并沒有隨著市場的發(fā)展而增加,反而卻持續(xù)萎縮,利潤遠(yuǎn)低于預(yù)期,到底哪里出了問題?文章以RS公司實際情況為藍(lán)本,通過對RS所屬行業(yè)的現(xiàn)狀、行業(yè)競爭分析,通過層層剝繭的分析方法,找出現(xiàn)有的產(chǎn)品組合面臨的一系列問題。并針對根本原因一一給處出對應(yīng)的解決辦法,希望可以幫助公司能走出困境。本文的結(jié)構(gòu)主要分為以下五個部分:第一章:主要明確研究的意義,研究的基本方法、思路及論文的研究框架。第二章:文獻(xiàn)綜述。主要通過對其他作者對類似產(chǎn)品問題研究的研究方法,研究成果及當(dāng)前的發(fā)展?fàn)顩r進(jìn)行了回顧。對貫穿全文的一些理論如對產(chǎn)品組合的分析理論、產(chǎn)品生命周期理論和和價值營銷理論等。第三章:引出和分析問題。首先對RS公司的概況和目標(biāo)行業(yè)做概述,接著對RS目前的競爭狀況做了分析;緊接著使用波士頓矩陣分析目前的產(chǎn)品組合現(xiàn)狀做分析。并從產(chǎn)品生命周期的角度對現(xiàn)有的產(chǎn)品組合進(jìn)行逐一分析,逐步導(dǎo)出目前產(chǎn)品組合存在的幾個關(guān)鍵問題。第四章:解決問題,本章也是本文最重要的一部分。針對第三章提出來的問題,結(jié)合RS公司的實際情況,逐一制定切實可行的解決方案。第五章:總結(jié),對整篇分析做總結(jié)并對其它相關(guān)聯(lián)部分做展望。如結(jié)合產(chǎn)品平臺的相關(guān)市場、銷售戰(zhàn)略、如何挖掘產(chǎn)品價值、構(gòu)建客戶價值及價值營銷的戰(zhàn)略等,這些都需要在未來進(jìn)一步的研究。
[Abstract]:After more than 30 years of reform and opening up and development in China, a large number of foreign-funded enterprises have entered China. Some of them have developed very successfully and their business has been flourishing. Some of the development is also unsatisfactory. R Group acquired China's RS Company in 2006. The air conditioning industry owned by the RS Company, the RS company, has been growing in scale for several years, and the total market demand has been increasing, but RS has been acquired since it was acquired. Motor business does not increase with the development of the market, but continues to shrink, profits are far below expectations, where is the problem? Based on the actual situation of RS Company, through the analysis of the current situation of the industry belonging to RS, the industry competition and the analysis method of cocoon stripping layer by layer, this paper finds out a series of problems that some product combinations are faced with. And to solve the root causes one by one, hoping to help the company out of the predicament. The structure of this paper is divided into the following five parts: the first chapter: the significance of the study, the basic research methods, ideas and the research framework of the paper. Chapter two: literature review. This paper reviews the research methods, research results and current development of similar products by other authors. Some theories, such as product combination analysis theory, product life cycle theory and value marketing theory, etc. Chapter three: eliciting and analyzing problems. First, the overview of RS company and the target industry are summarized, then the competitive situation of RS is analyzed, and then the current situation of product portfolio is analyzed by using Boston matrix. From the point of view of product life cycle, the existing product combination is analyzed one by one, and several key problems existing in current product combination are deduced step by step. Chapter four: problem solving, this chapter is also the most important part of this paper. According to the problems raised in the third chapter, combined with the actual situation of RS Company, the practical solutions are worked out one by one. Chapter 5: summarize the whole analysis and look forward to other related parts. For example, combining the relevant market of product platform, sales strategy, how to excavate the product value, construct the customer value and the strategy of value marketing, all these need further research in the future.
【學(xué)位授予單位】：南京工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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