航天LY厂基于大客户需求导向的新产品开发项目管理研究

发布时间：2018-07-01 19:28

本文选题：项目管理 + 需求导向　；参考：《电子科技大学》2017年硕士论文

【摘要】：对企业而言,市场是生存及其发展的基础。而客户作为市场中的核心因素,更加成为企业赖以生存的关键对象。而大客户作为客户群中的核心角色,必然成为企业发展关注的重中之重。随着新兴科技席卷全球,市场竞争越发激烈,传统的企业营销模式也正发生着巨大的变化,终端客户的多元化导致需求的独特性特征日益明显,客户满意度的高低直接决定企业的形象和运营。企业必须将客户牢牢抓住,充分利用市场调研、客户满意度收集等机会,查找企业与客户需求之间的差异,满足客户内在需求,从而提高客户忠诚度。航天LY厂作为传统的军工企业,企业经过三线调迁和快速发展后,已经进入转型发展关键时期。受到国际安全形势和军事环境影响,近年来企业军品型号市场订单急剧增长,企业在承接多项任务时,经常出现无法按时交付产品或产品质量不过关等问题,使客户满意度明显下降,抱怨和投诉增多,以至于产生已有市场份额丢失的风险。因此,怎样利用科学的方法让企业资源与客户需求相匹配,提供满足客户特别是大客户的需求的新产品,更快速实现经济增长,已成为企业当前最迫切解决的问题。本文分析讨论了航天LY厂企业组织结构,指出了 “弱矩阵”在满足客户需求上存在的问题,提出了构建“强矩阵”的大客户之营销管理模式,并对其特点和内涵进行描述,明确了以型号(项目)“两总”为项目经理来实施以满足客户需求的新产品开发的项目管理模式,将客户需求(含潜在需求)与新产品开发结合起来,按项目管理的四个主要阶段的思维对新产品开发实施项目管理,落实企业质量方针,即以客户为关注焦点,让新开发的产品尽快形成商品交付客户,从而支持企业快速做大做强。论文将基于航天LY厂现状,尝试利用项目管理的科学理论,分析相关案例,总结出当前企业在新产品开发存在的不足,分析其成因,提出解决措施方案,即建立新的管理模式——基于大客户需求导向新产品开发的项目管理模式。最后结合航天LY厂某项目的运作,对基于客户需求导向的新产品开发项目管理模式进行验证,并进一步阐明:只有紧密贴合客户需求,用科学的方法对客户需求进行分解并逐一落实到产品的开发过程,才能研制出客户满意的商品,为企业创造价值。
[Abstract]:For the enterprise, the market is the foundation of survival and development. As the core factor in the market, the customer is the key object for the enterprise to survive. As the core role of the customer group, the large customer will inevitably become the most important concern of the enterprise development. With the emerging technology sweeping the world, the market competition is more intense and the traditional enterprise is more and more fierce. The marketing mode of the industry is also changing greatly. The diversification of the terminal customers leads to the increasingly distinct characteristics of the unique characteristics of the demand. The degree of customer satisfaction directly determines the image and operation of the enterprise. The enterprise must seize the customer firmly, make full use of the market research, the customer satisfaction and other opportunities, and find the between the enterprise and the customer's needs. As a traditional military industrial enterprise, LY factory has entered the key period of transformation and development after three lines of relocation and rapid development. Under the influence of international security situation and military environment, the market orders of military product models have increased rapidly in recent years and enterprises are undertaking more. In the event of a task, there are often problems such as failure to deliver products or quality of products on time, so that customer satisfaction is significantly reduced, complaints and complaints are increased to the risk of loss of market share. Therefore, how to make use of scientific methods to match business resources with customer needs and to provide customers, especially large customers The new product of demand has become the most urgent problem to be solved at present. This paper analyzes and discusses the organization structure of the enterprise of aerospace LY factory, points out the problems of "weak matrix" in meeting the customer's demand, and puts forward the marketing management model of "strong matrix" for large customers, and its characteristics and connotations. This paper describes the project management model of the new product development with the project manager of the project (project) "two general" as the project manager to meet the needs of the customer. It combines the customer demand (including the potential demand) and the new product development, and implements the project management of the new product development according to the four main stages of the project management, and implements the quality of the enterprise. The policy is to take the customer as the focus, let the newly developed products form the goods to the customers as soon as possible, so as to support the enterprise to be fast and bigger and stronger. The thesis will be based on the status of the space LY plant, try to use the scientific theory of the project management, analyze the related cases, sum up the shortcomings of the current enterprise in the new product development, analyze its causes and put forward solutions. The scheme is to establish a new management model - the project management model based on the demand oriented new product development of the large customer. Finally, the project management model based on the customer demand oriented new product development project is verified by the operation of a project in the space LY plant. Customer needs can be decomposed and implemented into the product development process one by one, so as to develop customer satisfaction products and create value for enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.5;F273.2

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