产品族设计的价值链分析与竞争优势研究

发布时间：2018-06-30 00:40

本文选题：产品族设计 + 价值链　；参考：《天津大学》2014年硕士论文

【摘要】：产品族设计是一个多阶段连续进行的过程,在产品族的开发过程中与其他环节有着密切的联系。价值链是由一些能够单独创造出不同价值的具体活动相互衔接在一起组成的链条,它们彼此配合创造出整体的价值。产品族的设计过程与价值链研究有着诸多相似之处,基于价值链对产品族设计过程进行研究,对企业保持产品族的优势、开辟新的市场具有重要作用。首先,本文对以往关于产品族设计与价值链思想的文献进行归类综述,基于波特提出的价值链理论,并结合Ulrich教授阐述的产品设计开发过程,创建了产品族设计的价值链,对每项基本活动和辅助活动进行价值分析,同时根据产品族设计中公共模块和定制化模块的特点,分别研究了产品族设计的价值链的平台设计与定制化设计,系统的分析了价值链在产品族设计中的重要意义。其次,本文试图挖掘产品族设计的价值链在整个企业价值链中发挥的作用,产品族设计的价值链处于企业价值链条的前端,决定着整个企业价值链的价值创造过程,并且一种产品族设计的价值链很大程度上会对企业中另外一种产品族设计的价值链产生影响。随后,本文继续探究了基于价值链进行的产品族设计的竞争优势,价值链中的低成本与产品族中的规模化生产结合恰恰创造出了低成本的产品族规模优势;同样,价值链中的差异化与产品族的定制化结合则创造出了差异化的产品族定制优势。进一步,本文研究了发掘以上竞争优势的具体方法:对价值链内部的活动进行不断改进创造出差异化的价值,同时有可能创造出不同的价值链。最后,本文在研究以往文献的基础上,通过研究产品族的开发过程并结合以往的实际案例,选取了Audi汽车产品作为研究对象,描述了Audi的产品族设计的价值链结构,并且分析了其在整个企业中发挥的不可替代的作用,同时还阐述了Audi获取产品族竞争优势的独特方法,验证了基于价值链的产品族设计的研究是具有相关的理论和实际意义。
[Abstract]:Product family design is a multi stage and continuous process. In the development process of product family, there is a close connection with other links. The value chain is a chain which is composed of some specific activities that can create different values separately. They create the whole value of each other. The study of value chain has many similarities. It is important to study the process of product family design based on value chain. It plays an important role in maintaining the advantages of the product family and opening a new market. First, this paper reviews the previous literature on product family design and value chain thought, based on the value chain theory proposed by Potter, and combined with U In the process of product design and development described by Professor lrich, the value chain of product family design is created, and the value analysis of every basic activity and auxiliary activity is analyzed. At the same time, the platform design and customization design of the value chain of the product family design are studied according to the characteristics of the public module and the customization module in the product family design. The value chain is important in the design of the product family. Secondly, this paper tries to excavate the role of the value chain of the product family design in the whole enterprise value chain. The value chain of the product family design is in the front of the enterprise value chain, which determines the value creation process of the whole enterprise value chain, and the value chain of the product family design is very important. To a large extent, it will affect the value chain of another product family design in the enterprise. Then, this article continues to explore the competitive advantage of the product family design based on the value chain. The low cost in the value chain combined with the scale production in the product family creates a low cost product family size advantage; similarly, the value chain is in the value chain. The combination of differentiation and product family customization creates a differentiated product family customization advantage. Further, this paper studies the specific methods to explore the above competitive advantages: to improve the value chain within the value chain constantly to create the value of the dissimilation of business, and to create different value chains. Finally, this paper studies the past On the basis of the literature, by studying the development process of the product family and combining the previous actual cases, the Audi automobile product is selected as the research object, and the value chain structure of the product family design of Audi is described, and the irreplaceable function of the product family in the whole enterprise is analyzed. At the same time, the competitive advantage of the product family is obtained by Audi. The unique method proves that the research of product family design based on value chain is of theoretical and practical significance.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：U468;F407.471;F273.2

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