QCCI公司项目经理绩效管理研究

发布时间：2018-01-21 21:48

  本文关键词： 新产品开发 砂浆 SWOT分析 策略　出处：《山东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在新产品开发逐渐备受众多企业关注的情况下,企业的经营状况与其紧密相连,是企业提升自身市场竞争力和拓宽经济来源渠道的重要支撑手段,是企业维持生命力及可持续发展的根本途径。作为企业发展壮大的关键因素之一,新产品的成功开发有利于企业发挥战略优势,塑造企业终端形象,增加品牌效益。依托企业的可利用资源,借助新产品开发稳固市场竞争优势,是现阶段各公司不断探索与挖掘的新型模式,特别是对于以砂浆为主产品的科技型企业,要实现科研成果向企业效益的成功转化,就必须紧紧围绕合理的新产品开发策略,充分利用现有开发资源,构建起完善的新产品研发、生产和销售管理体系,全面提升新产品创新水平及创新力度。因此,本文运用层次分析法、Porter五力分析模型和SWOT分析等研究方法,结合TLS公司的新产品开发状况,对其研发过程中存在的问题进行系统化分析,并针对其研发策略进行探讨分析。 首先,以现场调研与走访形式掌握TLS公司运营现状及新产品开发流程,重点了解TLS公司新产品开发组织体系,以及在该体系下取得的新产品开发系列成果。以整体化的新产品开发生命周期为视角,研究了现阶段TLS公司新产品开发所采取的策略取得的利益与存在的潜在问题。经研究发现,目标市场选择和定位不清,产品组合和开发时机不当,新产品开发方式和流程不佳是TLS公司现行新产品开发策略面临的主要问题。此外,资源约束、信息不对称和研发协同能力不够、新产品开发风险控制意识不强、质量管理体系不佳也是制约TLS公司新产品开发成效的影响因素。 其次,对TLS公司新产品开发环境进行重点剖析。外部环境层面,从国家相关政策、城镇化与新农村建设、建筑业与房地产业发展态势4个方面识别新产品开发的机遇与挑战；基于五力模型分析了TLS公司产品的供应商和购买者的讨价还价能力、潜在进入者的威胁、替代品的威胁和同一行业的公司间的竞争状况。在内部环境层面,利用层次分析法和评分法改进传统的SWOT分析模型,将TLS公司内部评价指标进行定量化分析,突出了构成内部优势与机遇、劣势与威胁各因素对新产品开发的影响程度,并最终构建了SWOT综合分析矩阵。 然后,对TLS公司新产品开发策略进行系统优化。重新规划了新产品开发的战略原则,针对不同的新产品,制定相应的发展目标、市场目标和特殊目标。在新产品开发提升策略方面,重新定位目标市场,采取新产品开发组合管理的方式进行动态规划；借鉴宝洁公司的新产品开发方式,结合TLS公司实际运营状况,确定公司自身的产品创新流程。另外,结合生命周期理论对砂浆新产品的阶段性特点做出了分析。 最后,对TLS公司新产品开发保障措施进行合理规划。运用生命周期理论等分析工具对TLS公司新产品开发进行系统优化及策略再设计。该方法虽然可改善原有新产品开发策略应用过程中的诸多短板,但是在具体实施及应用过程中,还会出现因较多不确定性因素导致的困难。为此,本文从资源保障、供应链信息共享、新产品开发风险控制、知识产权保护模式识别与选择、建立全面质量管理体系5个方面对TLS公司新产品开发策略提出了实施与应用保障措施。
[Abstract]:In the development of new products by numerous enterprises gradually focus on the case of the operating conditions of enterprises closely linked, is an important means of supporting enterprises to enhance their market competitiveness and expand the channels of economic sources, is the fundamental way for enterprises to maintain the vitality and sustainable development. As one of the key factors for the growth of enterprise development, the successful development of new products help enterprises to play a strategic advantage, shaping the corporate image of the terminal, increase brand benefits. Relying on available resources, with the development of new products to stabilize market competitive advantage, is a new model of the company at the present stage of exploration and mining, especially for science and technology enterprises mainly to mortar products, research results to the benefit of enterprises the success of the transformation, new product development strategy must focus on the reasonable development, make full use of existing resources, build a new product with perfect research Development, production and sales management system, to enhance the new level of product innovation and innovation. Therefore, this paper uses AHP method, Porter model method five forces analysis and SWOT analysis, combined with the new product development situation of TLS company, the systematic analysis on the existing problems in the course of its development, and to analyze according to the research and development strategy.
First, grasp the TLS company operating status and new product development process on the scene investigation and interview, focus on understanding the system of new product development organization of TLS company, as well as in the system of new product development achievements. New product development life cycle to the overall view of the potential problems of TLS company at the present stage of new products the development strategy and the existing benefits. The study found that the target market selection and positioning is not clear, the development of product portfolio and inappropriate timing, new product development and process poor is the main problem facing the TLS company's current new product development strategy. In addition, resource constraints, asymmetric information and collaborative research and development ability is not enough the development of new products, risk control awareness is not strong, the factors influencing the quality management system is also restricting the development of new products of poor performance of TLS company.
Secondly, the new product development environment of TLS company are analyzed. The level of external environment, from the relevant national policies, urbanization and new rural construction, the development trend of the construction industry and real estate industry opportunities and challenges of the 4 aspects of the recognition of new product development; five forces model to analyze TLS company's product suppliers and buyers bargaining power based on and the threat of potential entrants, threat of substitutes and companies in the same industry competition situation. In the aspect of the internal environment, improve the traditional SWOT analysis model by using AHP method and scoring method, TLS internal evaluation index to make quantitative analysis of the internal structure, highlight the advantages and opportunities, the degree of influence of each weakness and threat of new product development, and finally construct a comprehensive analysis of the SWOT matrix.
鐒跺悗,瀵筎LS鍏�鍙告柊浜у搧寮�鍙戠瓥鐣ヨ繘琛岀郴缁熶紭鍖，

本文编号：1452614