哈量集团公司产品发展战略研究

发布时间：2018-05-23 22:42

本文选题：战略管理 + 产品战略　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：现阶段从中国量刃具市场的总体情况来看,传统的量具刃具技术还处于总体的弱势地位,量具刃具属于消耗品,产品使用周期比较短,更新频率较快。在国内外市场上,有较大的需求,然而,国内量具刃具产品并不能满足工业需求,产品质量不合格,导致工业配套产品报废的情况时常发生,产品产能过剩而销量不足。各个量具刃具厂产品单一,缺乏多样化,许多产品呈现供过于求的状况。规模小的量具刃具公司的不公平竞争,也干扰量刃具市场。哈量集团的销量呈现逐年降低的趋势,产品滞销,积压,库存加大,应收账款无法回收,出现坏账情况时有发生。究其根本原因,在于产品结构不合理,缺乏一个整体有效的产品发展战略,与发达国家相比,产品技术仍然不过硬。文章基于系统的战略管理理论,运用的文献法和对比分析法,重点运用SWOT分析法,结合中国量具刃具市场的现状及产品市场的现状,对哈量集团产品发展的现状和发展战略现状进行详尽的分析,找出其发展的问题所在,并找出成因。通过对哈量集团内外部的环境进行分析解读,利用SWOT分析法,找出其优势和不足的地方,分析其进行战略选择的重要性,对其整体战略概况进行阐述,并制定相应具体的产品发展战略,进行细分与归纳,找出适合哈量集团发展的产品发展战略选择。最后,提出完成产品发展所需要的保障措施,以便更好的把产品发展战略实施下去。哈量集团公司应主要从加强产品升级、增加产品附加值入手,优化内部资源、开发核心基础产品、开发科学的流程管理、提升产品营运管理水平、设定与发展内外部环境相适应的企业架构等策略来实现新选择的战略目标,提升企业的核心竞争力。本文希望能够为哈量集团制定新的产品战略提供参考,同时为公司在同行业保持竞争优势地位提供指导性意见。
[Abstract]:According to the general situation of China's market, the traditional measuring tool technology is still in a weak position. The measuring tool belongs to consumables, the product life is short and the renewal frequency is fast. In the domestic and foreign market, there is a great demand. However, the domestic measuring tool products can not meet the industrial demand, the quality of the products is not up to standard, the situation of the industrial accessory products often occurs, the production capacity is overcapacity and the sales volume is insufficient. Each measuring tool factory product is single, lacks diversification, many products present the situation of oversupply. The unfair competition of small measuring tool companies also interferes with the market. The sales volume of Harbin quantity Group is decreasing year by year. The products are unsalable, backlog, inventory increase, accounts receivable can not be recovered, and bad debts occur from time to time. The fundamental reason lies in the unreasonable product structure and the lack of an overall effective product development strategy. Compared with the developed countries, the product technology is still not perfect. Based on the systematic strategic management theory, the paper uses the literature method and the comparative analysis method, and focuses on the SWOT analysis method, combining the current situation of the Chinese measuring tool market and the product market. This paper makes a detailed analysis on the present situation of product development and development strategy of Harbin quantity Group, finds out the problems and causes of its development. By analyzing the internal and external environment of Harbin quantity Group, using SWOT analysis, we find out its advantages and disadvantages, analyze the importance of its strategic choice, and expound the general situation of its overall strategy. And make the corresponding specific product development strategy, subdivide and sum up, find out the product development strategy choice suitable for the development of Harbin quantity Group. Finally, it puts forward the guarantee measures needed to complete the product development, so as to carry out the product development strategy better. Harbin quantity Group Company should mainly strengthen product upgrading, increase the added value of products, optimize internal resources, develop core basic products, develop scientific process management, and improve the level of product operation management. To achieve the new strategic goal and enhance the core competitiveness of the enterprise, we should set up the enterprise structure suitable for the development of internal and external environment. This paper hopes to provide reference for Harbin quantity Group to formulate new product strategy, and to provide guidance for the company to maintain its competitive advantage in the same industry.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F273.2

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