B集团高科技产品战略研究

发布时间：2018-01-22 07:54

本文关键词： 产品战略高科技产品 B集团　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：产品是满足客户需求和实现企业市场成功经营的一个重要因素。高科技产品是指运用具有领先水平的专利技术,通过一系列开发的过程生产出来的产品,也是知识和技术的结合体,并且能够推进企业结构性改革、加快企业经济持续健康发展,本文所研究的高科技产品为IT,电子消费品等大众产品。产品战略的目的是指引企业做正确的事,提供好的产品,通过提供适应目标市场和满足客户需求的产品,采取最有效的手段,加强企业的核心竞争力。换句话说,产品战略是企业整体地管理和计划其生产经营的产品;是否能够合理地、有效地制定产品战略,不仅时刻影响着企业的发展,而且关系到企业的生死。所以,高科技产品的战略是企业一项不可忽视的经济活动。对企业来说,良好的产品战略决策不仅可以提升公司的核心竞争力,而且有助于在竞争日益激烈的市场中找到新的机会,给予企业更多发展空间。在B集团进入液晶面板行业的十几年里,其产品的创新力和多样性有了巨大的提高,成为行业领先企业,近来年受到业界各方关注,特别是近几年的高科技产品战略的成功实施值得深入研究。本文通过波特五力模型对B集团所处液晶面板行业的外部经营环境进行了分析,针对B集团高科技产品从液晶面板业务到显示器件、智慧系统、健康服务三大产品业务的转型,以及企业产品的发展特点,指出了B集团在高科技产品上存在的问题,并对产品战略进行选择、制定、实施,主要阐述了四个产品战略,即组合战略、定位战略、生命周期战略以及开发战略;B集团为确保产品战略的实施制定了相应的保障体系,产品战略的实施取得了良好的绩效。最后提出了本文研究的结论和展望。本文以B集团高科技产品战略研究为案例,深入分析了 B集团的产品战略问题以及产品转型面临的机会和挑战。通过对其产品战略的研究为同行业类似知识密集型企业的发展提供一定的参考,同时也可以丰富中国高科技企业的产品战略,这也是本文的意义所在。
[Abstract]:The product is an important factor to meet customer needs and achieve the enterprise market success. The high-tech products refers to the use of the leading patented technology, through a series of development process of the product, is a combination of knowledge and technology, and to promote enterprise structural reform, speeding up enterprise sustained and healthy economic development, the study on high-tech products for IT, consumer electronics and other popular products. Product strategy aimed to guide enterprises to do the right thing, with good products, by providing to the target market and products to meet customer demand, take the most effective means to enhance the core competitiveness of enterprises. In other words, the product strategy is the enterprise management and planning the whole of the production and operation of products; whether it can reasonably and effectively formulate product strategy, time affects not only the development of enterprises, but also related to the The fate of the enterprise. Therefore, high-tech product strategy is a can not be ignored in the economic activities of enterprises. For enterprises, good product strategy can not only enhance the company's core competitiveness, but also helps to find new opportunities in the increasingly fierce market competition, enterprises give more space for development in the B group. In the LCD panel industry ten years, its product innovation and diversity has been improved dramatically and become the industry's leading enterprises, in recent years by the industry wide attention, especially in recent years, the successful implementation of the strategy of high-tech products and worthy of further study. This paper through the Potter five forces model of the group which B LCD panel the industry's external business environment are analyzed, according to the B group of high-tech products from the LCD panel to display device, intelligent system, transformation of health services three product business, and enterprise production The development of product characteristics, points out the existing problems of B group on high-tech products, and the product strategy selection, formulation, implementation, mainly expounds four product strategy, namely the combination strategy, positioning strategy, life cycle strategy and development strategy; B group in order to ensure the implementation of product strategy to formulate corresponding security system implementation, product strategy has achieved good performance. Finally, the conclusion and Prospect of this paper. Based on the research of high-tech product strategy of B group as an example, in-depth analysis of the problems facing the product strategy of B group and product transition opportunities and challenges. Through the study on the product strategy for the same industry similar knowledge intensive to provide a reference to development of enterprises, but also can enrich the Chinese high-tech enterprise product strategy, this is the meaning of this article.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.6

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