ZBHQ耐火材料公司产品开发战略研究

发布时间：2018-05-18 09:18

本文选题：新产品开发 + 耐火材料　；参考：《山东理工大学》2015年硕士论文

【摘要】：传统意义的新产品开发是指由于技术或工程的进步而使产品在某一或某几方面具备新的功能或者特性,能够进入市场、给消费者提供新的使用价值并能给企业带来效益的产品被称为新产品。随着经济发展速度的加快,各种产品更新换代的频率也随之加快。企业如何适应日新月异的市场需求成了生死攸关的重大课题。企业的新产品开发关系到企业能否快速应对市场变化、维护自身的市场竞争地位、迎合市场新需求、培育新的企业效益增长点,也关系到企业能否维持健康的经营模式,从而影响企业可持续发展。在这种情况下,越来越多的企业特别是生产企业开始注重科技创新,探索新产品开发的新模式。要想实现科学技术向工业成果和企业效益的转化,工业企业应该利用现有的资源和信息,统筹各种影响因素,不断开拓创新并注重成果转化,构建科学的完善、符合企业实际的、具有可行性的新产品开发、生产和销售体系。本文采用波特五力分析模型、层次分析法、和优化后的SWOT分析模型等方法对ZBHQ公司的新产品开发进行系统分析和战略规划,根据其内外部环境和企业实际提出可行的耐火材料新产品开发战略。首先,通过对ZBHQ公司运营情况和其现有新产品开发流程的调查,了解ZBHQ公司的新产品开发的组织体系、运行状况和取得的成果。然后通过以上调查和分析,对ZBHQ公司新产品开发过程中存在的问题进行查找,发现该公司的对新产品的目标市场定位模糊,跟随型开发战略使公司不能制定切合自身实际的项目计划。缺乏对开发时机的把握的概念,产品组合以中低档耐材为主,没有进行合理规划,且其耐火材料新产品开发流程和方式也存在一系列问题。此外,还存在人力资源保障不足、研发资金不能保障、供应链信息共享程度不良、对研发风险的把控不够等影响新产品开发效果的因素。其次,重点分析ZBHQ公司耐火材料新产品开发的内外部环境。从政策层面、作为基础性行业的发展机遇、下游行业转型需求的机遇和主要下游行业的发展情况四个方面对ZBHQ公司所处的宏观环境进行分析,认为耐火材料产品仍存在很大的市场空间。然后从上下游产业的议价能力、潜在进入者威胁、替代产品威胁和同行业内竞争对手的压力五个方面对ZBHQ公司耐火材料新产品开发所处的行业环境进行了分析。用经过层次分析法和分级评分法改进的SWOT分析模型对ZBHQ公司耐火材料新产品开发的内外部影响因素指标进行分析,量化后的指标权重可以清晰的展现各个因素对ZBHQ公司耐火材料新产品开发的影响程度,据此构建起ZBHQ公司耐火材料新产品开发的综合性的SWOT分析矩阵。再次,对ZBHQ公司耐火材料新产品开发战略进行重新设计和优化。依据上文的分析结果重新确立了ZBHQ公司耐火材料新产品开发的7个战略原则,并根据耐火材料产品种类不同分别制定了针对不同种类的发展目标和市场目标。在对新产品开发战略的提升方面提出了四种战略,分别为目标市场重新定位战略方式选择战略、组合管理战略和基于生命周期理论的针对耐火材料新产品开发不同阶段的阶段性开发战略。最后,结合ZBHQ公司耐火材料新产品开发的实际流程提出系统的新产品开发保障措施。分别从资源保障、供应链信息共享、研发风险控制和构建全面质量管理体系四个方面提出具体的措施来保障ZBHQ公司耐火材料新产品开发战略的实施和应用。
[Abstract]:The new product development of the traditional meaning means that the product has new functions or characteristics in one or some aspects because of the progress of technology or engineering, which can enter the market, provide the new use value to the consumer and bring the benefit to the enterprise as new product. With the speed of economic development, the products are updated and changed. How to adapt to the changing market demand has become a vital issue. The development of enterprise's new product is related to whether the enterprise can quickly cope with the market change, maintain its own market competition status, cater to the new market demand, cultivate new enterprise benefit growth point, and also be related to the maintenance of the enterprise. In this case, more and more enterprises, especially the production enterprises, have begun to pay attention to scientific and technological innovation and explore new models of new product development in this case. In order to realize the transformation of science and technology to industrial results and enterprise benefits, industrial enterprises should make use of existing resources and information to co-ordinate each other. In this paper, the Potter five force analysis model, the analytic hierarchy process (AHP) and the optimized SWOT analysis model are used to systematically analyze the new product development of ZBHQ company. And strategic planning, according to its internal and external environment and enterprise reality to put forward a feasible new product development strategy for refractory materials. First, through the investigation of the operation of ZBHQ company and its existing new product development process, understand the organization system, operation status and achievements of the new product development of ZBHQ company. To find out the problems in the new product development process of ZBHQ company, it is found that the target market positioning of the new product is vague and the following development strategy makes the company can not make the project plan which is realistic. In addition, there are still a series of problems in the process and way of developing new refractory products. In addition, there are still insufficient human resource protection, inability of R & D funds, poor information sharing in supply chain, inadequate control of R & D risk and other factors affecting the development effect of new products. Secondly, it focuses on the analysis of new refractory products of ZBHQ company. From the policy level, from the policy level, as the opportunity for the development of the basic industry, the opportunities for the transformation of the downstream industry and the development of the main downstream industries, the macro environment of the ZBHQ company is analyzed. It is considered that the refractory products still have a large market space. Then the bargaining power of the upstream and downstream industries can be obtained. Force, potential entry threat, replacement of product threat and the pressure of competitors in the same industry five aspects of the industry environment in the development of ZBHQ refractory new products. The internal and external impact of the SWOT analysis model improved by the analytic hierarchy process and grading method on the development of ZBHQ refractory new products The index weight is analyzed, and the weight of the quantized index can clearly show the influence degree of various factors on the development of ZBHQ refractory new product. Based on this, a comprehensive SWOT analysis matrix for the development of the new refractory material of ZBHQ company is constructed. Again, the strategy of the new product development of the refractory material of ZBHQ company is redesigned and optimized. According to the results of the analysis above, 7 strategic principles for the development of ZBHQ new refractory products are reestablished, and different kinds of development goals and market targets are formulated according to the different types of refractory products. Four strategies are proposed for the promotion of new product development strategy, which are redefined for the target market, respectively. The strategic choice strategy, the combination management strategy and the life cycle theory based development strategy for different stages of the refractory new product development. Finally, combined with the actual process of the ZBHQ refractory new product development, the new product development support measures are put forward. Four aspects of the R & D risk control and the construction of the total quality management system are put forward to ensure the implementation and application of the ZBHQ company's new product development strategy.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.7;F272

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