TJ电气公司产品线改进研究

发布时间：2018-10-17 08:01

【摘要】：随着企业的不断发展和成长,公司的产品线也越加丰富。丰富的产品线有可能成为企业的战略资源,而且也可能成为企业利润损失的一个渠道。现在,产品管理或产品线的改进已经成为实现企业目标的战略工具,但作为一个企业决策者或产品经理,我们必须注意:企业产品线越来越多,如何保证产品线和企业的战略目标相同,并能有效地实现企业战略;企业在拥有众多产品线,但是在资源有限的前提下,如何组织产品线管理;如何延长企业产品线的生命周期,保持一个良好的现金流。产品线改进有助于培育和提升企业的核心竞争力;使得产品线与企业战略相一致;得到价值最大化的组合;实现产品线的财务和非财务效益,保持竞争优势等。本文首先介绍了产品线的概念、理论和方法。然后,以TJ电气的例子,将现有产品线的组织结构进行了研究,并对产品线框架的标准化过程的构建进行了分析,然后通过结构和每个产品的生命周期分析,指出TJ电气产品线在中国市场存在的问题及其原因。为了解决这些问题,本文从企业内部和企业外部等多个方面进行了研究。根据实际情况,结合TJ电气公司在中国市场的产品线的长度和深度上对产品线进行延伸,淘汰部分产品线出局,并扩充产品线的宽度,进入具有较强的竞争力的智能产品线。本文的主要成果是对TJ电气产品线改进策略提出了具体的对策和建议。本文的研究成果可供其他相关公司参考。
[Abstract]:With the continuous development and growth of enterprises, the company's product line is also increasingly rich. The rich product line may become the strategic resource of the enterprise, and may also become a channel of the enterprise profit loss. Now, product management or product line improvement has become a strategic tool to achieve enterprise goals, but as an enterprise decision maker or product manager, we must note that there are more and more enterprise product lines. How to ensure that the product line and the enterprise have the same strategic goal and can effectively realize the enterprise strategy, and how to organize the product line management under the premise of the limited resources, the enterprise has a large number of product lines; How to extend the life cycle of enterprise product line and maintain a good cash flow. Product line improvement helps to foster and enhance the core competitiveness of enterprises; make the product line consistent with enterprise strategy; obtain the combination of maximum value; realize the financial and non-financial benefits of product line; and maintain competitive advantage. This paper first introduces the concept, theory and method of product line. Then, with the example of TJ Electric, the organizational structure of the existing product line is studied, and the construction of the standardization process of the product line framework is analyzed, and then the structure and the life cycle of each product are analyzed. The problems and causes of TJ electric product line in Chinese market are pointed out. In order to solve these problems, this paper has carried on the research from the enterprise interior and the enterprise exterior and so on many aspects. According to the actual situation, combined with the length and depth of the product line of TJ Electric Company in China market, the product line is extended, some product lines are eliminated, and the width of the product line is expanded to enter the intelligent product line with strong competitiveness. The main achievement of this paper is to put forward the concrete countermeasure and suggestion to the TJ electric product line improvement strategy. The research results of this paper can be used for reference by other related companies.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F273

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