A公司产品开发策略研究

发布时间：2018-02-04 21:39

本文关键词： 产品的价值产品设计特征定位产品生命周期价格　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：开发新产品是企业应对市场竞争的关键之一。新产品开发经常会面临很多挑战,如复杂多变的客户需求、产品定位、价格战略制定等。对这些问题进行分析具有重要的理论意义和实用价值。本文选择A公司伺服塑机泵产品开发为目标,针对A公司伺服塑机泵新产品开发的三个问题进行研究并提出解决方案。首先,针对产品特征不满足客户需求问题,按照产品开发过程分三步解决。在调查分析阶段,根据客户需求的层次性设计层次化调查问卷来获取客户的根本性需求信息；对于调查所获信息的分析,使用KJ分析法和Keno模型对于调查信息进行分析和归纳,进而提取出用工程语言描述的客户需求。在概念产生阶段利用质量功能展开屋(QFD)将客户需要内容和满足方法进行逻辑连接,然后利用Pugh选择矩阵对各种概念进行选择和再组合,获得更好地满足客户需求的概念,产品特征确定阶段利用模块化设计适应客户变化的需求。其次,对于产品定位策略模糊的问题,分产品价值定位和营销策略定位两部分解决。对产品价值定位策略改进通过目标客户群分析、产品客户利益量化分析、产品竞争差异点来解决；对营销策略定位的改进利用竞争分析,和4P+4P营销理论进行解决。最后,针对产品价格策略偏离市场的问题,利用市场细分将客户区分为价值导向型客户和价格导向型客户。对价值导向型客户利用价值定价法、价格3C模型和客户价值感知分析法制定价格策略；对于价格导向型客户采用倒推法确定市场供应物,然后价格敏感度分析法确定相应的价格范围和最佳定价。通过这些分析和实证,对伺服塑机泵产品开发的三个问题进行了较为有效地解决。这些方法对于A公司今后类似的新产品开发也有一定的参考意义。
[Abstract]:Developing new products is one of the keys for enterprises to cope with market competition. New product development often faces many challenges, such as complex and changeable customer demand, product positioning. The analysis of these problems has important theoretical significance and practical value. In this paper, the development of servo plastic pump in company A is chosen as the target, and three problems in the new product development of servo plastic pump in A company are studied and the solutions are put forward. First of all, according to the product development process, the problem of product characteristics is not satisfied with customer needs, which is solved by three steps. In the phase of investigation and analysis. According to the hierarchy of customer needs design a hierarchical questionnaire to obtain the fundamental needs of customers information; For the analysis of the information obtained from the investigation, the KJ analysis method and the Keno model are used to analyze and summarize the investigation information. Then the customer needs described in engineering language are extracted. In the stage of concept generation, the content of customer needs and the satisfaction methods are logically connected by using the quality function to expand the QFDs. Then Pugh selection matrix is used to select and recombine various concepts to better meet customer needs. In the stage of product feature determination modular design is used to adapt to the changing needs of customers. Secondly, the product positioning strategy fuzzy problem, divided into product value positioning and marketing strategy positioning two parts. Product value positioning strategy improvement through target customer group analysis, product customer interest quantitative analysis. Product competition difference points to solve; The improvement of marketing strategy orientation is solved by competitive analysis and 4 P 4 P marketing theory. Finally, aiming at the problem of product price strategy deviating from the market, the customer is divided into value-oriented customer and price-oriented customer by market segmentation, and the value-oriented customer is divided into value-oriented customer and price-oriented customer. Price 3C model and customer value perception analysis method to formulate price strategy; For the price-oriented customers, the backstepping method is used to determine the market supply, and then the price sensitivity analysis method is used to determine the corresponding price range and the best price. Through these analysis and demonstration, three problems of servo plastic machine pump product development are solved more effectively. These methods have certain reference significance for the similar new product development of company A in the future.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.4;F273.2

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