本文選題：產品族設計 + 價值鏈��； 參考：《天津大學》2014年碩士論文

【摘要】：產品族設計是一個多階段連續(xù)進行的過程,在產品族的開發(fā)過程中與其他環(huán)節(jié)有著密切的聯系。價值鏈是由一些能夠單獨創(chuàng)造出不同價值的具體活動相互銜接在一起組成的鏈條,它們彼此配合創(chuàng)造出整體的價值。產品族的設計過程與價值鏈研究有著諸多相似之處,基于價值鏈對產品族設計過程進行研究,對企業(yè)保持產品族的優(yōu)勢、開辟新的市場具有重要作用。首先,本文對以往關于產品族設計與價值鏈思想的文獻進行歸類綜述,基于波特提出的價值鏈理論,并結合Ulrich教授闡述的產品設計開發(fā)過程,創(chuàng)建了產品族設計的價值鏈,對每項基本活動和輔助活動進行價值分析,同時根據產品族設計中公共模塊和定制化模塊的特點,分別研究了產品族設計的價值鏈的平臺設計與定制化設計,系統的分析了價值鏈在產品族設計中的重要意義。其次,本文試圖挖掘產品族設計的價值鏈在整個企業(yè)價值鏈中發(fā)揮的作用,產品族設計的價值鏈處于企業(yè)價值鏈條的前端,決定著整個企業(yè)價值鏈的價值創(chuàng)造過程,并且一種產品族設計的價值鏈很大程度上會對企業(yè)中另外一種產品族設計的價值鏈產生影響。隨后,本文繼續(xù)探究了基于價值鏈進行的產品族設計的競爭優(yōu)勢,價值鏈中的低成本與產品族中的規(guī)模化生產結合恰恰創(chuàng)造出了低成本的產品族規(guī)模優(yōu)勢;同樣,價值鏈中的差異化與產品族的定制化結合則創(chuàng)造出了差異化的產品族定制優(yōu)勢。進一步,本文研究了發(fā)掘以上競爭優(yōu)勢的具體方法:對價值鏈內部的活動進行不斷改進創(chuàng)造出差異化的價值,同時有可能創(chuàng)造出不同的價值鏈。最后,本文在研究以往文獻的基礎上,通過研究產品族的開發(fā)過程并結合以往的實際案例,選取了Audi汽車產品作為研究對象,描述了Audi的產品族設計的價值鏈結構,并且分析了其在整個企業(yè)中發(fā)揮的不可替代的作用,同時還闡述了Audi獲取產品族競爭優(yōu)勢的獨特方法,驗證了基于價值鏈的產品族設計的研究是具有相關的理論和實際意義。
[Abstract]:Product family design is a multi stage and continuous process. In the development process of product family, there is a close connection with other links. The value chain is a chain which is composed of some specific activities that can create different values separately. They create the whole value of each other. The study of value chain has many similarities. It is important to study the process of product family design based on value chain. It plays an important role in maintaining the advantages of the product family and opening a new market. First, this paper reviews the previous literature on product family design and value chain thought, based on the value chain theory proposed by Potter, and combined with U In the process of product design and development described by Professor lrich, the value chain of product family design is created, and the value analysis of every basic activity and auxiliary activity is analyzed. At the same time, the platform design and customization design of the value chain of the product family design are studied according to the characteristics of the public module and the customization module in the product family design. The value chain is important in the design of the product family. Secondly, this paper tries to excavate the role of the value chain of the product family design in the whole enterprise value chain. The value chain of the product family design is in the front of the enterprise value chain, which determines the value creation process of the whole enterprise value chain, and the value chain of the product family design is very important. To a large extent, it will affect the value chain of another product family design in the enterprise. Then, this article continues to explore the competitive advantage of the product family design based on the value chain. The low cost in the value chain combined with the scale production in the product family creates a low cost product family size advantage; similarly, the value chain is in the value chain. The combination of differentiation and product family customization creates a differentiated product family customization advantage. Further, this paper studies the specific methods to explore the above competitive advantages: to improve the value chain within the value chain constantly to create the value of the dissimilation of business, and to create different value chains. Finally, this paper studies the past On the basis of the literature, by studying the development process of the product family and combining the previous actual cases, the Audi automobile product is selected as the research object, and the value chain structure of the product family design of Audi is described, and the irreplaceable function of the product family in the whole enterprise is analyzed. At the same time, the competitive advantage of the product family is obtained by Audi. The unique method proves that the research of product family design based on value chain is of theoretical and practical significance.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：U468;F407.471;F273.2

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