本文關(guān)鍵詞： 產(chǎn)品戰(zhàn)略 輕型商用機(jī) “三領(lǐng)先”戰(zhàn)略　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本文主要研究對象為冰箱壓縮機(jī)行業(yè)中的華意壓縮機(jī)股份有限公司(深圳主板上市公司,股票代碼000404)。分析華意壓縮機(jī)股份有限公司在冰箱壓縮機(jī)行業(yè)產(chǎn)能過剩、市場競爭激烈的環(huán)境下,如何從傳統(tǒng)家用冰箱壓縮機(jī)向輕型商用壓縮機(jī)市場突破,如何合理地制定企業(yè)在輕型商用壓縮機(jī)上的產(chǎn)品戰(zhàn)略,從而抓住這一發(fā)展前景良好的市場,為華意壓縮公司由“世界第一大”向“世界第一強(qiáng)”發(fā)展提供產(chǎn)品戰(zhàn)略的思路。本文通過對輕型商用壓縮機(jī)的定義和行業(yè)發(fā)展前景分析,結(jié)合華意壓縮目前狀況以及內(nèi)外部競爭環(huán)境,本文提出了華意壓縮在輕型商用壓縮機(jī)上的“三領(lǐng)先”產(chǎn)品戰(zhàn)略,通過對“三領(lǐng)先”戰(zhàn)略的規(guī)劃實(shí)施,來確保輕型商用壓縮機(jī)產(chǎn)品戰(zhàn)略的正確性和戰(zhàn)略的可操作性。本文共分為六章,第一章為緒論部分,主要介紹了本文研究的背景,研究的目的與意義,研究的思路和方法。第二章為文獻(xiàn)綜述部分,回顧歸納了產(chǎn)品戰(zhàn)略理論方面的相關(guān)文獻(xiàn)研究,了解產(chǎn)品戰(zhàn)略的學(xué)術(shù)發(fā)展過程以及其內(nèi)容。第三章主要介紹了輕型商用壓縮機(jī)的定義,簡單地分析了輕型商用壓縮機(jī)市場發(fā)展前景。同時(shí)對華意壓縮公司和Cubigel公司的整體介紹,通過介紹華意壓縮機(jī)股份有限公司,總結(jié)了華意壓縮的企業(yè)能力和優(yōu)勢；而Cubigel公司是華意壓縮為切入輕型商用壓縮機(jī)領(lǐng)域在2012年收購的一家西班牙公司,介紹Cubigel公司,分析其給華意壓縮在商用壓縮機(jī)領(lǐng)域帶來的幫助。第四章是公司外部環(huán)境分析,分別采用PEST分析法和波特五力模型對公司的宏觀環(huán)境和行業(yè)環(huán)境進(jìn)行了分析,并重點(diǎn)分析了華意壓縮在品牌、技術(shù)、市場三個(gè)方面的能力,明確了公司的優(yōu)、劣勢和機(jī)會(huì)、挑戰(zhàn)。第五章為戰(zhàn)略規(guī)劃舉措的介紹,采用SWOT分析法分析現(xiàn)狀,制訂了華意“三領(lǐng)先”的產(chǎn)品戰(zhàn)略,規(guī)劃了輕型商用壓縮機(jī)產(chǎn)品的戰(zhàn)略實(shí)施。第六章是對公司的總結(jié)和展望。華意壓縮目前已經(jīng)成為世界第一大的壓縮機(jī)制造企業(yè),但離世界最強(qiáng)的企業(yè)戰(zhàn)略目標(biāo)還有一定差距。在傳統(tǒng)家用冰箱壓縮機(jī)市場競爭激烈、很難再有較大增長的形勢下,趁勢進(jìn)入發(fā)展前景大、市場還未飽和、盈利狀況更佳的輕型商用壓縮機(jī)市場符合企業(yè)發(fā)展規(guī)劃,同時(shí)產(chǎn)品戰(zhàn)略的制定能為華意實(shí)現(xiàn)第一強(qiáng)提供部分支撐。
[Abstract]:The main research object of this paper is Huayi Compressor Co., Ltd in refrigerator Compressor Industry (Shenzhen main Board listed Company, Stock symbol 000404). The overcapacity of Huayi Compressor Co., Ltd in refrigerator compressor industry is analyzed. In the environment of fierce market competition, how to break through the market from the traditional refrigerator compressor to the light commercial compressor market, and how to reasonably formulate the product strategy of the enterprise on the light commercial compressor, so as to grasp the market with good development prospects. This paper provides the product strategy for the development of Huayi Compression Company from "the world's largest" to "the world's largest". This paper analyzes the definition of light commercial compressors and the industry development prospects. According to the present situation of Huayi compression and the internal and external competition environment, this paper puts forward the "three leading" product strategy of Huayi compression on light commercial compressor, and through the planning and implementation of the "three leading" strategy, This paper is divided into six chapters, the first chapter is the introduction part, mainly introduces the background, purpose and significance of the research. The second chapter is the literature review part, which reviews and summarizes the related literature research on the theory of product strategy. Chapter three mainly introduces the definition of light commercial compressor, and analyzes the market prospect of light commercial compressor. At the same time, it introduces Huayi Compression Company and Cubigel Company as a whole. By introducing Huayi Compressor Co., Ltd, this paper summarizes the enterprise capability and advantage of Huayi Compression, while Cubigel Company is a Spanish company which was acquired by Huayi Compression in 2012, and introduces Cubigel Company. Chapter 4th is the analysis of the external environment of the company, which uses the PEST analysis method and Porter's five-force model to analyze the macro environment and the industry environment of the company. It also focuses on the analysis of the ability of Huayi compression in three aspects: brand, technology and market, and defines the advantages, disadvantages, opportunities and challenges of the company. Chapter 5th is the introduction of strategic planning measures, and the present situation is analyzed by using SWOT analysis method. Has formulated the Huayi "three leading" product strategy, has planned the light commercial compressor product strategy implementation. 6th chapter is the summary and the prospect to the company. However, there is still a certain gap between the strategic objectives of the strongest enterprises in the world. With the fierce competition in the traditional domestic refrigerator compressor market, it is very difficult to have a larger growth situation, and take advantage of the situation to enter into a big development prospect and the market is not yet saturated. The more profitable light commercial compressor market is in line with the enterprise development plan, and the formulation of the product strategy can provide some support for Huayi to achieve the top one.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.4;F832.51

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 馬松波;;企業(yè)市場競爭策略研究[J];技術(shù)與市場;2011年04期

2 岳煥煥;賈永奎;劉福存;;消防產(chǎn)品企業(yè)實(shí)施“雙高”(雙領(lǐng)先)創(chuàng)新戰(zhàn)略的分析與思考[J];消防技術(shù)與產(chǎn)品信息;2009年09期

3 韓霞;白雪;;基于開放式創(chuàng)新戰(zhàn)略的企業(yè)研發(fā)模式分析[J];中國科技論壇;2009年01期

4 張耀輝;牛衛(wèi)平;韓波勇;;技術(shù)領(lǐng)先戰(zhàn)略與技術(shù)創(chuàng)新價(jià)值[J];中國工業(yè)經(jīng)濟(jì);2008年11期

5 九e，

本文編號：1552192