技术信息不对称条件下S公司的产品管理策略

发布时间：2018-01-08 00:09

本文关键词：技术信息不对称条件下S公司的产品管理策略　出处：《上海交通大学》2013年硕士论文　论文类型：学位论文

更多相关文章： 产品管理 技术信息 不对称 博弈论

【摘要】：S公司是一个跨国制造业公司，为工程机械厂家提供高质量的液压元件。虽然S公司在技术上具有优势，但是对于产品的管理却仍处于初级阶段。在竞争日益激烈的工程机械行业，S公司并未将自身的技术优势转化为预期的收益。其中的原因很多，而产品管理方面的不足是最重要的一环，尤其是对技术信息的不对称认识不足。本文首先介绍了S公司的外部环境，从宏观层面总结了现代制造业的特点，，从行业层面阐述了工程机械行业和液压行业的现状，从企业层面探讨了S公司自身的战略定位。其次，从组织结构、资源能力、价值链这三方面介绍了S公司的内部环境，并借助雷达图、关键要素矩阵、SWOT等分析方法加以细致剖析。最后，深入探讨了S公司的战略，并揭示了其在产品管理上存在的不足之处。结合博弈论的建模和推导，本文认为S公司应当从“技术信息披露”、“坚持高端路线”、“直面竞争”和“寻求与采购商的合作”这四个策略出发，扭转技术信息不对称条件下S公司产品管理的不利局面。博弈论在产品管理上的应用是本文的最大特色。在技术信息不对称的条件下，不完美信息动态博弈中的混合策略完美贝叶斯均衡很好地解决了S公司如何对待技术信息披露问题和产品研发方向问题。面对竞争对手的“技术信息披露”策略，一次性静态博弈中的纳什均衡解释了为何要采取跟随策略。而合作博弈理论则帮助S公司理清利益分配的问题。
[Abstract]:S is a multinational manufacturing company that provides high quality hydraulic components to construction machinery manufacturers, although S has technical advantages. However, the management of products is still in the primary stage. In the increasingly competitive construction machinery industry, the S company has not turned its technological advantages into the expected earnings. There are many reasons. The deficiency of product management is the most important part, especially the asymmetric understanding of technical information. This paper first introduces the external environment of S company, summarizes the characteristics of modern manufacturing industry from the macro level, and expounds the current situation of construction machinery industry and hydraulic industry from the industry level. The strategic positioning of S company is discussed from the enterprise level. Secondly, the internal environment of S company is introduced from three aspects: organization structure, resource capability and value chain. Finally, the paper discusses the strategy of S Company, and reveals its shortcomings in product management. Combined with the modeling and derivation of game theory. This paper holds that S Company should proceed from the four strategies of "technology information disclosure", "sticking to the high-end line", "facing up to competition" and "seeking cooperation with buyers". Reverse the adverse situation of S Company's product management under the condition of asymmetric technical information. The application of game theory in product management is the most characteristic of this paper. The mixed strategy in the dynamic game of imperfect information, perfect Bayesian equilibrium solves the problem of how S Company treats the disclosure of technology information and the direction of product development. Strategy. The Nash equilibrium in the one-off static game explains why we should adopt the following strategy, while the cooperative game theory helps S company to clear up the problem of benefit distribution.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F416.4

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