总成本主导下的中小家电企业产品研发策略研究

发布时间：2018-05-24 23:42

本文选题：产品研发策略 + 中小家电企业　；参考：《宁波大学》2014年硕士论文

【摘要】：改革开放以来,人们生活得到持续改善,家用电器的需求量也逐渐增多。有需求就会有市场,特别是中央连续实施几次家电下乡举措后,中小家电企业数量如雨后春笋般增长。另外,科技的飞速发展及市场的瞬息万变,致使产品生命周期日渐缩减。面对如此激烈的竞争环境及日益革新的科学技术,企业如何在众多对手中脱颖而出?产品研发策略扮演着举足轻重的角色。本研究定位于中小家电企业,目的是制定出适合中小家电企业的产品研发策略,从战略的角度探究产品开发失败率高这一难题,从而增强企业的核心竞争能力。该研究内容从理论上丰富了产品研发策略的种类,而且也具有一定的实践意义。本文首先采用定量法对中小家电企业进行了界定,确定调查问卷发放的对象;并以产品生命周期理论、企业价值链理论、竞争理论为基础,采用调查问卷的形式对中小家电企业产品研发现状进行了剖析,归纳总结出制约产品研发的关键因素;同时采用跟踪产品全生命周期和企业发展历程的研究方法,对公司产品设计与研发的各种系统化策略进行了研究,揭示了不同类型及处于不同发展阶段的中小家电企业要采用不同模式的研发策略。结果表明在公司成长发展期、危机困境期、成熟稳定期、改进回收期、次级稳定期、衰败隐退期等不同的发展阶段,企业要推行相对稳定的跟随型、收缩战略型、巩固堆砌型、创新进取型等不同模式的系统化产品研发策略,企业还要打破常规经营模式,穿插引入突击型、稳健型等不同模式的研发和营销组合战术方法,才能有效提升企业竞争力。最后,通过对宁波真和电器股份有限公司的实地调研和数据收集,从新产品开发绩效、投入与产出、行业特征、开发项目经济性五个角度验证所提出结论。
[Abstract]:Since the reform and opening up, people's lives have been continuously improved, and the demand for household appliances has gradually increased. If there is demand, there will be a market, especially after the central government has carried out several measures to go to the countryside continuously, the number of small and medium-sized household appliance enterprises has been springing up. In addition, the rapid development of science and technology and the rapid changes in the market, the product life cycle is shrinking day by day. In the face of such a fierce competitive environment and increasingly innovative science and technology, how can enterprises stand out among many competitors? Product R & D strategy plays an important role. The purpose of this study is to formulate a product research and development strategy suitable for small and medium-sized appliance enterprises, and to explore the problem of high failure rate in product development from the strategic point of view, thus enhancing the core competitiveness of enterprises. The research content enriches the variety of product R & D strategy theoretically, and also has certain practical significance. In this paper, the quantitative method is used to define the small and medium-sized household appliance enterprises, and the object of the questionnaire is determined, which is based on the product life cycle theory, the enterprise value chain theory and the competition theory. The status quo of product research and development in small and medium-sized household appliances enterprises is analyzed by questionnaire, and the key factors restricting product development are summarized, and the research methods of tracking the whole life cycle of products and the development process of enterprises are adopted. This paper studies various systematic strategies of product design and R & D of the company, and reveals that different types and stages of small and medium-sized household appliances enterprises should adopt different modes of R & D strategies. The results show that in the different stages of development, such as the period of growth and development, the period of crisis, the period of maturity and stability, the period of improved payback, the period of secondary stability, the period of decline and retreat, the enterprises should carry out relatively stable following-type, contractile strategic type, consolidate stacking type, etc. The systematic product research and development strategy of different modes, such as innovation and enterprising type, and so on, the enterprise must break the conventional management mode, interspersed the research and development and marketing combination tactics method of introducing different mode, such as assault type and steady type, can effectively enhance the competitiveness of enterprise. Finally, through the field investigation and data collection of Ningbo Zhenhe Electric Co., Ltd., the conclusions are verified from five angles: new product development performance, input and output, industry characteristics, development project economy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F272

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