A公司新产品开发及市场化策略研究

发布时间：2018-04-28 20:01

本文选题：新产品开发 + 市场化　；参考：《电子科技大学》2015年硕士论文

【摘要】：随着全球经济步入下行通道,我国的经济也进入了新的常态。作为我国电子信息产业基础材料——软磁铁氧体行业陷入了产能供大于求的瓶颈期,人口红利消失殆尽,市场萎缩,消费不振,企业间竞争加剧。在这场去产能、调结构,优化资源配置的浪潮中,许多企业举步维艰。A公司作为我国电子元器件百强企业,也感受到了沉重的压力。本文从软磁铁氧体行业的发展趋势入手,分析了A公司所在行业的竞争格局和国家的产业政策,指出A公司新产品开发及市场化是A公司走出困境的唯一道路。本文运用了迈克尔·波特理论中的5力模型和SWOT分析法,剖析了A公司新产品开发及市场化的开发环境和市场环境,以及优势与劣势,机会与威胁。分析发现这些现状,严重制约了A公司新产品开发及市场化的工作。针对问题,制定了相应策略,首先找准A公司新产品开发及市场化的定位,然后抛开现有产品的局限,向高端化方向发展,引进新技术、新工艺,采取联合创新策略,促使产品开发在创新中发展。其次是确保新产品市场化的市场营销策略,改变以往开发和市场脱节的弊端,通过“互联网+”策略改变传统的思维模式,利用新产品开发的专利策略及企业内部管理创新策略,将A公司新产品开发及市场化工作引向深入。在这些行之有效的策略基础上,实施这些策略显得尤为重要。与大专院校、科研院所建立产学研平台,通过品牌管理,加大研发资金投入,核心团队建设,人才培养,构建信息化系统,企业文化建设,APQP新产品管理模型以及互联网、电子商务,管理制度创新都从不同的侧面保证了A公司新产品开发及市场化策略的顺利实施。最后还展望了A公司在“互联网+”的时代,拓展相关产业,抢占行业制高点的宏伟蓝图。
[Abstract]:With the global economy entering the downward channel, China's economy has also entered a new normal. As the basic material of electronic information industry in China, soft magnetic ferrite industry is in the bottleneck period of oversupply of production capacity, population dividend disappears, market shrinks, consumption is weak, competition between enterprises intensifies. In this tide of deproductivity, structural adjustment and optimization of resource allocation, many enterprises, as the top 100 enterprises of electronic components in China, also feel the heavy pressure. Starting with the development trend of soft magnetic ferrite industry, this paper analyzes the competition pattern of A company's industry and national industrial policy, and points out that the development and marketization of A company's new products is the only way for A company to get out of the predicament. This paper analyzes the development environment and market environment of new product development and marketization, as well as the advantages and disadvantages, opportunities and threats of A Company by using the five-force model and SWOT analysis method of Michael Porter's theory. The analysis found that these present situation seriously restricted A company's new product development and the marketization work. In order to solve the problems, the corresponding strategies are formulated. Firstly, the orientation of A company's new product development and marketization is found, and then the limitation of the existing products is set aside, the new technology and technology are introduced, and the joint innovation strategy is adopted. Promote product development in innovation. The second is to ensure the market-oriented marketing strategy of new products, to change the malpractice of disjointed development and market in the past, and to change the traditional mode of thinking through the strategy of "Internet". By using the patent strategy of new product development and the innovation strategy of internal management, the new product development and marketization of company A will be further developed. On the basis of these effective strategies, the implementation of these strategies is particularly important. Through brand management, increasing investment in R & D, core team building, talent training, building information systems, building corporate culture, building new product management models of APQP and the Internet, E-commerce and management system innovation ensure A company's new product development and market strategy to be carried out smoothly from different aspects. Finally, A company in the "Internet" era, to expand the relevant industries, seize the commanding heights of the industry grand blueprint.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F273;F274

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