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X科技公司“E线牵”产品市场开发战略分析

发布时间:2018-04-13 08:31

  本文选题:科技型中小企业 + 企业“初创期” ; 参考:《华北电力大学(北京)》2017年硕士论文


【摘要】:本文选取了一家处于初创阶段从事移动智能互联网+教育行业的科技型中小公司,对其代表性产品X科技公司“E线牵”产品项目实践的典型案例展开了分析研究。研究前期的工作包括查阅国内外关于企业战略管理的资料,了解比较成熟的研究方法和成果,掌握企业战略运作模式发展的最新动向。其次,从企业及业务出发,分析了企业的成立背景,接着对其X科技公司“E线牵”产品项目及市场渠道进行了分析,总体上对企业在进行产品市场开发战略决策的内部环境有了个定性的认识。再次,采用PEST分析法,从政治因素、经济因素、社会因素和技术因素等四个方面分析了企业创业、生存等外部环境。最后,采用波特五力模型分别从买方议价能力、竞争对手分析、潜在进入者威胁、替代产品的威胁和供应商的议价能力等五个方面对移动智能互联网行业竞争环境分析,为后文的产品市场开发战略选择和实施做了铺垫。在X科技公司“E线牵”产品项目市场开发战略选择和实施方面,本文站在公司的角度论证了公司现阶段及未来的发展战略并从几个角度提出了其战略实施的其他相关重要因素。首先,论证了X科技公司“E线牵”产品项目战略的选择和形成,通过对企业产品市场进行SWOT分析来判断其目标市场,认识到企业目前所处产品市场竞争环境中存在的优势、劣势、外部机会和威胁。然后,从融资策略、人力资源建设、产品的研发、产品定价和市场营销等四个方面分析了影响X科技公司“E线牵”产品项目战略制定的其他相关的重要因素。随后,通过前文的分析最终形成了X科技公司“E线牵”产品项目市场开发的四个基本战略,即功能创新战略、轻资产战略、低成本战略和企业联盟战略。最后,对X科技公司“E线牵”产品项目市场开发战略实施步骤、实施效果和实施风险预估及应对措施等都做了相应安排。通过论文的研究,指明企业不仅要重公益,还需创品牌;积极开展试点工作,提升数据精细化管理水平,并不断加大项目宣传力度;加强对竞争者的对比分析,不断提升公司的创新和盈利能力,努力成为行业引领者。
[Abstract]:This article selects one at the start-up stage in mobile intelligent Internet plus education industry in small and medium sized companies, carried out analysis and Study on its representative products of X technology, E product line led by the "project practice typical case. Previous research work includes the literature at home and abroad on strategic management of enterprise information, understand the research methods and the results are relatively mature, the new trend of development of master enterprise strategic operation mode. Secondly, from the perspective of enterprise and business, analyzes the background of the establishment of the enterprise, and then analyzes the X technology company" E line led by the "product project and market channel, on the whole enterprises understand the qualitative in making product market development strategy of the internal environment. Thirdly, using PEST analysis method, from political factors, economic factors, the four aspects of social factors and technical factors of enterprise survival, etc. The external environment. Finally, using the Potter fiveforces model respectively from the buyer bargaining power, analysis of competitors, the threat of potential entrants, analysis of five aspects of the threat of substitute products and suppliers bargaining ability of intelligent mobile Internet industry competition environment for the product market development strategy selection and implementation in X technology to do the groundwork. The company "E line led by the" product market development strategy and the implementation of the project selection, this paper stands in the angle of the company demonstrated the company at the present stage and future development strategy and other related important factors for the implementation of the strategy put forward from several angles. First of all, proves that X technology company "E line led by the" product strategy and, to determine the target market through SWOT analysis of enterprise product market, realize the enterprise product market competition advantage, inferior position, external machine And threats. Then, from the financing strategy, human resources construction, product development, four aspects of product pricing and marketing to analyze the influence of X science and technology company "E line led by the" develop product project strategy of other important factors. Then, through the foregoing analysis resulting in the formation of X science and technology company E line led by the "product market development project of the four basic functional strategy, innovation strategy, asset light strategy, low cost strategy and alliance strategy. Finally, the X technology company" E line led by the "market development strategy project implementation steps, implementation effect and implementation of risk assessment and response measures have made the corresponding arrangements. This thesis pointed out the enterprise should not only heavy public, still need a brand; actively carry out pilot work, enhance the data management level, and constantly increase project publicity; strengthen the comparative analysis on the competition, Constantly improve the company's innovation and profitability, and strive to be the industry leader.

【学位授予单位】:华北电力大学(北京)
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F49

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