本文選題：產(chǎn)品研發(fā)策略 + 中小家電企業(yè)　； 參考：《寧波大學(xué)》2014年碩士論文

【摘要】：改革開放以來,人們生活得到持續(xù)改善,家用電器的需求量也逐漸增多。有需求就會(huì)有市場(chǎng),特別是中央連續(xù)實(shí)施幾次家電下鄉(xiāng)舉措后,中小家電企業(yè)數(shù)量如雨后春筍般增長(zhǎng)。另外,科技的飛速發(fā)展及市場(chǎng)的瞬息萬變,致使產(chǎn)品生命周期日漸縮減。面對(duì)如此激烈的競(jìng)爭(zhēng)環(huán)境及日益革新的科學(xué)技術(shù),企業(yè)如何在眾多對(duì)手中脫穎而出?產(chǎn)品研發(fā)策略扮演著舉足輕重的角色。本研究定位于中小家電企業(yè),目的是制定出適合中小家電企業(yè)的產(chǎn)品研發(fā)策略,從戰(zhàn)略的角度探究產(chǎn)品開發(fā)失敗率高這一難題,從而增強(qiáng)企業(yè)的核心競(jìng)爭(zhēng)能力。該研究?jī)?nèi)容從理論上豐富了產(chǎn)品研發(fā)策略的種類,而且也具有一定的實(shí)踐意義。本文首先采用定量法對(duì)中小家電企業(yè)進(jìn)行了界定,確定調(diào)查問卷發(fā)放的對(duì)象;并以產(chǎn)品生命周期理論、企業(yè)價(jià)值鏈理論、競(jìng)爭(zhēng)理論為基礎(chǔ),采用調(diào)查問卷的形式對(duì)中小家電企業(yè)產(chǎn)品研發(fā)現(xiàn)狀進(jìn)行了剖析,歸納總結(jié)出制約產(chǎn)品研發(fā)的關(guān)鍵因素;同時(shí)采用跟蹤產(chǎn)品全生命周期和企業(yè)發(fā)展歷程的研究方法,對(duì)公司產(chǎn)品設(shè)計(jì)與研發(fā)的各種系統(tǒng)化策略進(jìn)行了研究,揭示了不同類型及處于不同發(fā)展階段的中小家電企業(yè)要采用不同模式的研發(fā)策略。結(jié)果表明在公司成長(zhǎng)發(fā)展期、危機(jī)困境期、成熟穩(wěn)定期、改進(jìn)回收期、次級(jí)穩(wěn)定期、衰敗隱退期等不同的發(fā)展階段,企業(yè)要推行相對(duì)穩(wěn)定的跟隨型、收縮戰(zhàn)略型、鞏固堆砌型、創(chuàng)新進(jìn)取型等不同模式的系統(tǒng)化產(chǎn)品研發(fā)策略,企業(yè)還要打破常規(guī)經(jīng)營模式,穿插引入突擊型、穩(wěn)健型等不同模式的研發(fā)和營銷組合戰(zhàn)術(shù)方法,才能有效提升企業(yè)競(jìng)爭(zhēng)力。最后,通過對(duì)寧波真和電器股份有限公司的實(shí)地調(diào)研和數(shù)據(jù)收集,從新產(chǎn)品開發(fā)績(jī)效、投入與產(chǎn)出、行業(yè)特征、開發(fā)項(xiàng)目經(jīng)濟(jì)性五個(gè)角度驗(yàn)證所提出結(jié)論。
[Abstract]:Since the reform and opening up, people's lives have been continuously improved, and the demand for household appliances has gradually increased. If there is demand, there will be a market, especially after the central government has carried out several measures to go to the countryside continuously, the number of small and medium-sized household appliance enterprises has been springing up. In addition, the rapid development of science and technology and the rapid changes in the market, the product life cycle is shrinking day by day. In the face of such a fierce competitive environment and increasingly innovative science and technology, how can enterprises stand out among many competitors? Product R & D strategy plays an important role. The purpose of this study is to formulate a product research and development strategy suitable for small and medium-sized appliance enterprises, and to explore the problem of high failure rate in product development from the strategic point of view, thus enhancing the core competitiveness of enterprises. The research content enriches the variety of product R & D strategy theoretically, and also has certain practical significance. In this paper, the quantitative method is used to define the small and medium-sized household appliance enterprises, and the object of the questionnaire is determined, which is based on the product life cycle theory, the enterprise value chain theory and the competition theory. The status quo of product research and development in small and medium-sized household appliances enterprises is analyzed by questionnaire, and the key factors restricting product development are summarized, and the research methods of tracking the whole life cycle of products and the development process of enterprises are adopted. This paper studies various systematic strategies of product design and R & D of the company, and reveals that different types and stages of small and medium-sized household appliances enterprises should adopt different modes of R & D strategies. The results show that in the different stages of development, such as the period of growth and development, the period of crisis, the period of maturity and stability, the period of improved payback, the period of secondary stability, the period of decline and retreat, the enterprises should carry out relatively stable following-type, contractile strategic type, consolidate stacking type, etc. The systematic product research and development strategy of different modes, such as innovation and enterprising type, and so on, the enterprise must break the conventional management mode, interspersed the research and development and marketing combination tactics method of introducing different mode, such as assault type and steady type, can effectively enhance the competitiveness of enterprise. Finally, through the field investigation and data collection of Ningbo Zhenhe Electric Co., Ltd., the conclusions are verified from five angles: new product development performance, input and output, industry characteristics, development project economy.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F272

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相關(guān)期刊論文 前2條

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本文編號(hào)：1931129