EAD公司产品开发战略研究

发布时间：2018-05-01 05:20

本文选题：市场渗透战略 + 产品开发战略　；参考：《华南理工大学》2014年硕士论文

【摘要】：本文采用的是以对实际案例企业进行分析的研究方法。案例中的企业EAD公司是一家成立于1999年的国家高新技术企业，专业研发、生产、销售数字电视机顶盒调谐器。数字电视机顶盒调谐器是用于数字信号的调制解调，是机顶盒的核心零部件。EAD公司的直接客户是数字电视机顶盒厂商，，间接客户是电视机厂商和广电运营商，产品技术和销量位于国内前茅。 EAD公司已经在数字电视行业积累了十多年的经验，技术上一直走在同业竞争对手的前端，且有丰富的客户资源，而数字电视行业目前正在经历第二波升级革命，行业前景十分开阔，EAD公司如想继续在本行业继续经营发展，必须考虑能否利用自身优势开发其他有前景的新产品，以满足现有市场的新需求，这就涉及到安索夫矩阵所提到的公司产品开发战略制定的问题。本文将运用现代企业战略管理理论知识和分析工具，并与实际状况相结合的研究方法，对EAD公司的内外部环境和自身优劣势进行专业、深入的分析。而在分析过程中将运用到PEST模型、波特五力模型、SWOT分析工具等。本文以制定EAD公司产品开发战略为目标，对公司产品开发战略进行详细探讨与分析，主要工作和内容包括：一方面通过对EAD外部宏观环境进行分析，归纳出EAD公司目前遇到的威胁是：现有产品经营业绩下滑，面临着退出市场的威胁，而机遇是：数字电视行业正面临着第二次产业升级革命，数字电视一体机是行业发展的主体和趋势；另一方面通过对EAD公司内部环境进行分析，归纳出EAD公司的优势是：具有丰富的数字电视行业技术经验和客户资源，而劣势是：产品过于专业，能利用到自身资源去选择开发其他类型的业务不多，且企业融资能力差，不适合开发前期投入过大的业务。最后在EAD公司内外部环境分析的基础上，确定EAD公司将要开发数字电视一体机调谐器去适应现有市场的新需求，同时从研发、生产和市场营销等方面制定产品开发的方法，最后制定战略实施的保障措施，完成EAD公司产品开发的战略的制定。
[Abstract]:This paper adopts the research method to analyze the actual cases of enterprises. EAD is a national high-tech enterprise founded in 1999, specializing in R & D, production and sales of digital TV set-top box tuner. Digital TV set-top box tuner is used for modulation and demodulation of digital signal. It is the core component of set-top box. EAD company's direct customer is digital TV set-top box manufacturer, indirect customer is television manufacturer and radio and television operator. Product technology and sales are among the highest in China. EAD has accumulated more than a decade of experience in the digital television industry, has been technically at the forefront of competitors in the same industry, and has rich customer resources, and the digital television industry is currently undergoing a second wave of upgrading revolution. If EAD wants to continue to operate and develop in this industry, it must consider whether it can use its own advantages to develop other promising new products to meet the new needs of the existing market. This is related to the company's product development strategy mentioned in the Ansov matrix. This article will use the modern enterprise strategic management theory knowledge and the analysis tool, and unifies with the actual situation the research method, carries on the specialized, the thorough analysis to the EAD company's internal and external environment and own superiority and inferiority. In the process of analysis will be applied to the PEST model, Porter's five-force model SWOT analysis tools and so on. This paper aims at making the product development strategy of EAD Company, and makes a detailed discussion and analysis on the product development strategy of the company. The main work and contents include: on the one hand, through the analysis of the external macro environment of EAD, In summary, EAD is faced with the following threats: the decline in the operating performance of existing products and the threat of withdrawing from the market, and the opportunity is that the digital television industry is facing a second industrial upgrading revolution. On the other hand, through the analysis of the internal environment of EAD Company, the advantages of EAD Company are summarized as follows: it has rich technical experience and customer resources in digital TV industry. The disadvantage is that the product is too professional, can use its own resources to choose to develop other types of business is not much, and the financing ability of the enterprise is poor, not suitable for the development of the pre-investment too much business. Finally, on the basis of the analysis of the internal and external environment of EAD, it is determined that EAD will develop an integrated digital television tuner to adapt to the new needs of the existing market, and at the same time formulate the methods of product development from the aspects of R & D, production and marketing. Finally, the strategy implementation of the safeguard measures to complete the EAD company product development strategy formulation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.6

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