G集团（中国）产品发展战略研究

发布时间：2018-03-12 07:47

本文选题：战略管理　切入点：产品发展战略　出处：《苏州大学》2013年硕士论文　论文类型：学位论文

【摘要】：G集团是全球领先的泵产品制造商及泵系统和解决方案综合业务提供商。随着我国经济的快速发展，G集团在中国的泵行业面临着全新的发展机遇。同时，由于新进入企业不断增多和市场的变化趋势，，G集团面临的市场竞争也日益激烈。面对泵行业复杂多变的发展机遇和激烈的市场竞争环境，必须及时调整公司泵产品的发展战略。本文研究的目的是为G集团（中国）制定2013－2017年在中国的产品发展战略。论文首先通过SWOT分析方法分析了目前的优势、劣势、机会、威胁。当前G集团（中国）在生产和管理体系、研发和技术资源具有优势；成本、开发周期和技术服务处于劣势；政策、经济、社会和市场环境大有机会；而来自竞争对手和知识产权的威胁越来越大。综合这些因素，并结合战略管理和竞争战略等相关理论，为G集团（中国）选择了在泵行业的SO产品差异化发展战略并根据市场趋势分析制定了战略目标。最后通过对产品差异化的基础和方式的分析，本文从产品差异化、服务和技术差异化、认知度差异化、改善产品研发过程和组织和增强技术创新能力等方面对G集团（中国）如何实施和管理该战略的措施提出了思路和建议。
[Abstract]:G Group is the world's leading manufacturer of pump products and a comprehensive provider of pump systems and solutions. With the rapid development of our economy, G Group is facing new development opportunities in the pump industry in China. Due to the increasing number of new entrants and the changing trend of the market, G Group is facing increasingly fierce market competition. In the face of the complex and changeable development opportunities and fierce market competition environment of the pump industry, It is necessary to adjust the development strategy of pump products in time. The purpose of this paper is to formulate a product development strategy for G Group (China) in China for 2013-2017. Firstly, the paper analyzes the current strengths, weaknesses, opportunities and threats through SWOT analysis. G Group (China) has advantages in production and management system, R & D and technical resources, cost, development cycle and technical services are at a disadvantage. Policy, economic, social and market environments have great opportunities; and threats from competitors and intellectual property rights are growing. Combine these factors with relevant theories such as strategic management and competitive strategy, The development strategy of so product differentiation in pump industry is selected for G Group (China), and the strategic goal is established according to the market trend analysis. Finally, through the analysis of the basis and mode of product differentiation, this paper analyzes the product differentiation. This paper puts forward some ideas and suggestions on how to implement and manage the strategy in Group G (China) from the aspects of service and technology differentiation, difference of cognition, improvement of product development process and organization, and enhancement of technological innovation ability.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2

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