史迪公司水性汽车涂料产品研发战略研究

发布时间：2018-05-02 15:27

本文选题：战略管理 + 产品研发　；参考：《吉林大学》2014年硕士论文

【摘要】：经过几十年的理论研究和实践发展，战略管理已经成为众多企业经营管理过程中至关重要的环节，并凭借其高屋建瓴的视野为企业发展壮大指明了道路。在大多数情况下，企业会将战略管理的理论和技术应用在公司层面或事业部层面的发展规划上。本论文将战略管理框架应用到具体的产品研发规划工作中，试图在更广阔的环境范围内，运用更理性的思维方式，为实际工作找到正确的方向。本文的研究对象为史迪涂料系统有限公司。史迪公司具有150余年的涂料研发、生产和销售历史，积累了雄厚的业务、技术和渠道资源，，在汽车涂料领域取得了令人瞩目的优秀业绩。公司具有重视研发的传统，一直把技术创新视为公司取得业务成功的重要基石。同时，公司非常注重企业社会责任的承担和企业公民形象的塑造，特别专注于环保节能型水性涂料的研发和推广，着力于创建独特的“绿色竞争力”，从而实现企业、员工、社区和环境的协同成长、互利共赢。本文集中讨论了史迪公司的水性汽车涂料产品研发战略。公司这类产品汇集了绿色环保节能理念、高附加值专利技术和高利润率等特性，是研发部门的创新重点，也是公司的明星产品。文章首先介绍了公司历史、现状、愿景、战略等各方面情况，总结了公司水性汽车涂料产品的研发现状，并通过深入的分析揭示出产品研发的问题和问题产生的根本原因，进而选择战略管理的方式解决产品研发中出现的管理难题。而后，文章对水性汽车涂料研发的内外部环境进行了全面细致的扫描，包括法律法规对于水性涂料的相关规定、国家宏观经济形势对于水性涂料发展的影响、社会民众对于水性涂料的认同程度、水性涂料最新技术发展趋势、水性涂料行业现状和展望、公司水性涂料产品最主要的客户及其涂料需求特点、公司最主要的竞争对手相似产品研发现状及其优势劣势、公司最主要的供应商现状以及对于公司成本的影响、水性汽车涂料行业的潜在进入者、水性汽车涂料可能的替代品、公司内部的水性涂料研发人力、财力、物质、智力、无形资源等等。最终，根据对于外部环境和内部资源的全面分析和SWOT分析匹配，结合公司自身执行各个备选战略的能力和难易程度，文章对于公司水性涂料研发的最佳战略提出建议：集中公司资源采取以市场为导向的产品开发战略。文章还对战略实施工作、战略实施的保障措施提出了切实可行的建议。本文通过详尽的目标制定、战略分析、战略选择和战略实施过程，使得研发管理者和团队成员明确了产品未来的发展方向，了解了公司内外部环境情况，确定了提高团队核心竞争力的途径。因此，文中观点必定会为提高公司水性汽车涂料产品的绿色竞争力贡献力量。
[Abstract]:After decades of theoretical research and practical development, strategic management has become a crucial link in the process of many enterprises' management. In most cases, companies will apply the theory and technology of strategic management to the development planning at the corporate level or business level. This paper applies the strategic management framework to the specific product research and development planning, and tries to find the correct direction for the practical work by using more rational thinking mode in a wider range of environment. The research object of this paper is Stacy Coatings system Co., Ltd. With a history of more than 150 years of research and development, production and sales of coatings, the company has accumulated abundant business, technology and channel resources, and has made outstanding achievements in the field of automotive coatings. The company has a tradition of emphasis on R & D, and has always regarded technological innovation as an important cornerstone of the company's business success. At the same time, the company pays great attention to corporate social responsibility and corporate citizen image, especially focusing on the development and promotion of environmental protection and energy saving water-based coatings, focusing on creating a unique "green competitiveness", so as to realize enterprises and employees. The coordinated growth of community and environment, mutual benefit and win-win. This paper focuses on the R & D strategy of Waterborne Automotive Coatings. This kind of product is the innovation focus of R & D department and the star product of the company, which brings together the idea of green environment and energy saving, high added value patent technology and high profit rate and so on. This paper first introduces the history, current situation, vision, strategy of the company, summarizes the research and development status of waterborne automotive coatings products, and reveals the problems and the root causes of the problems through in-depth analysis. Then choose the strategic management method to solve the management problems in product research and development. Then, the article has carried on the thorough detailed scanning to the waterborne automobile coating research and development internal and external environment, including the laws and regulations to the waterborne coating related stipulation, the national macroeconomic situation to the waterborne coating development influence, The public's recognition of waterborne coatings, the latest technical development trend of water-based coatings, the present situation and prospects of water-based coatings industry, the most important customers of the company's water-based coatings products and the characteristics of their coating requirements, The company's main competitors, similar product R & D status and its strengths and weaknesses, the company's most important suppliers and the impact on the company's costs, potential entrants to the waterborne automotive coatings industry, possible alternatives to waterborne automotive coatings, Internal waterborne coatings R & D human, financial, material, intellectual, intangible resources and so on. Finally, based on a comprehensive analysis of the external environment and internal resources matched with the SWOT analysis, combined with the company's own ability and ease of implementing the various alternative strategies, This paper puts forward the best strategy for the R & D of waterborne coatings: concentrate the company's resources and adopt a market-oriented product development strategy. The paper also puts forward some practical suggestions on the implementation of the strategy and the safeguard measures for the implementation of the strategy. Through detailed goal setting, strategic analysis, strategic choice and strategy implementation process, this paper makes R & D managers and team members clear the future development direction of products, understand the internal and external environment of the company. Determined the way to improve the core competitiveness of the team. Therefore, this view will certainly contribute to improve the green competitiveness of the company's waterborne automotive coatings products.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F416.7

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