RS公司的产品组合问题研究

发布时间：2018-09-01 08:15

【摘要】：中国改革开放发展三十多年以来,大量的外资企业进入中国,有的发展的很成功,业务蒸蒸日上,有的发展也不尽人意。R集团2006年收购中国的RS公司企业,RS公司所属的空调行业规模连年来不断发展壮大,总市场需求在不断增加,但RS自从被收购以后,马达业务并没有随着市场的发展而增加,反而却持续萎缩,利润远低于预期,到底哪里出了问题?文章以RS公司实际情况为蓝本,通过对RS所属行业的现状、行业竞争分析,通过层层剥茧的分析方法,找出现有的产品组合面临的一系列问题。并针对根本原因一一给处出对应的解决办法,希望可以帮助公司能走出困境。本文的结构主要分为以下五个部分:第一章:主要明确研究的意义,研究的基本方法、思路及论文的研究框架。第二章:文献综述。主要通过对其他作者对类似产品问题研究的研究方法,研究成果及当前的发展状况进行了回顾。对贯穿全文的一些理论如对产品组合的分析理论、产品生命周期理论和和价值营销理论等。第三章:引出和分析问题。首先对RS公司的概况和目标行业做概述,接着对RS目前的竞争状况做了分析;紧接着使用波士顿矩阵分析目前的产品组合现状做分析。并从产品生命周期的角度对现有的产品组合进行逐一分析,逐步导出目前产品组合存在的几个关键问题。第四章:解决问题,本章也是本文最重要的一部分。针对第三章提出来的问题,结合RS公司的实际情况,逐一制定切实可行的解决方案。第五章:总结,对整篇分析做总结并对其它相关联部分做展望。如结合产品平台的相关市场、销售战略、如何挖掘产品价值、构建客户价值及价值营销的战略等,这些都需要在未来进一步的研究。
[Abstract]:After more than 30 years of reform and opening up and development in China, a large number of foreign-funded enterprises have entered China. Some of them have developed very successfully and their business has been flourishing. Some of the development is also unsatisfactory. R Group acquired China's RS Company in 2006. The air conditioning industry owned by the RS Company, the RS company, has been growing in scale for several years, and the total market demand has been increasing, but RS has been acquired since it was acquired. Motor business does not increase with the development of the market, but continues to shrink, profits are far below expectations, where is the problem? Based on the actual situation of RS Company, through the analysis of the current situation of the industry belonging to RS, the industry competition and the analysis method of cocoon stripping layer by layer, this paper finds out a series of problems that some product combinations are faced with. And to solve the root causes one by one, hoping to help the company out of the predicament. The structure of this paper is divided into the following five parts: the first chapter: the significance of the study, the basic research methods, ideas and the research framework of the paper. Chapter two: literature review. This paper reviews the research methods, research results and current development of similar products by other authors. Some theories, such as product combination analysis theory, product life cycle theory and value marketing theory, etc. Chapter three: eliciting and analyzing problems. First, the overview of RS company and the target industry are summarized, then the competitive situation of RS is analyzed, and then the current situation of product portfolio is analyzed by using Boston matrix. From the point of view of product life cycle, the existing product combination is analyzed one by one, and several key problems existing in current product combination are deduced step by step. Chapter four: problem solving, this chapter is also the most important part of this paper. According to the problems raised in the third chapter, combined with the actual situation of RS Company, the practical solutions are worked out one by one. Chapter 5: summarize the whole analysis and look forward to other related parts. For example, combining the relevant market of product platform, sales strategy, how to excavate the product value, construct the customer value and the strategy of value marketing, all these need further research in the future.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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