SDTH蒜业公司产品开发策略

发布时间：2018-12-31 09:08

【摘要】：产品开发策略是企业根据环境和可利用的资源,为了企业的生存和长期稳定的发展,实现企业战略和总体规划而制定的产品开发方案。它可以让职能部门的管理者更深层次的明白实施企业总体战略的责任和要求,采用更有效的业务职能,以保证企业目标的实现。由于SDTH蒜业公司产品开发策略不完善,使得研发队伍在产品开发的过程中尝了不少的苦头,走了不少弯路。本文在对大蒜制品行业整体环境分析的基础上,预测大蒜制品行业的发展趋势和主要的产品需求,充分联系企业实际和现有资源,发现企业中不同生产线存在的问题。结合脱水蔬菜市场、保鲜蔬菜市场、植物提取物市场的需求,使用SWOT分析产品开发环境的机会、威胁、劣势和优势,重点分析了在开发过程中存在的问题。对SDTH蒜业公司主要产品市场发展的趋势采用生命周期分析方法进行分析,同时根据产品开发的相关理论,结合行业和公司的新变化,科学选择目标市场,完善产品开发系统。重点开发FD蔬菜高端目标市场和大蒜多糖等综合开发项目,制定和实施更适合SDTH蒜业公司的产品开发策略。本文从差异化策略、产品组合策略,品牌策略三个方面对产品开发策略进行了具体的分析和选择,并制定出以下产品开发策略的实施保障措施:加快推进人才战略的实施、实施多样化的技术开发策略、前瞻性市场开发措施、对开发项目的有效性支持与管理政策等。这些保障措施可以帮助SDTH蒜业公司在实施产品策略的同时减少市场风险,使SDTH蒜业公司秉承煅造“TH”品牌的宗旨,实现保鲜产品、脱水产品、深加工新产品三足鼎立,发展成为国内领先的大蒜制品生产基地和优质供应商。通过产品开发策略的成功实施,以不断提高企业的整体实力和品牌声誉,培育企业的核心竞争力。
[Abstract]:The product development strategy is the product development plan that the enterprise formulates according to the environment and the available resources, for the enterprise survival and the long-term stable development, realizes the enterprise strategy and the overall plan. It enables the managers of the functional departments to understand the responsibility and requirements of implementing the overall strategy of the enterprise and to adopt more effective business functions to ensure the realization of the objectives of the enterprise. As the product development strategy of SDTH garlic Company is not perfect, the R & D team has suffered a lot and walked a lot of detours in the process of product development. Based on the analysis of the whole environment of garlic product industry, this paper predicts the development trend and main product demand of garlic product industry, fully connects with the actual and existing resources of the enterprise, and finds out the problems existing in different production lines in the enterprise. According to the demand of dehydrated vegetable market, fresh vegetable market and plant extract market, this paper analyzes the opportunities, threats, disadvantages and advantages of product development environment by using SWOT, and analyzes the problems existing in the process of development. The development trend of main product market of SDTH garlic Company is analyzed by life cycle analysis method. According to the relevant theory of product development and the new changes of industry and company, the target market is selected scientifically and the product development system is perfected. Focus on the development of FD vegetable high-end target market and garlic polysaccharides and other comprehensive development projects to formulate and implement more suitable for SDTH garlic company product development strategy. This paper analyzes and selects the product development strategy from three aspects of differentiation strategy, product combination strategy and brand strategy, and formulates the following measures to guarantee the implementation of product development strategy: speeding up the implementation of talent strategy. Implement diversified technology development strategies, forward-looking market development measures, effective support and management policies for development projects, etc. These safeguard measures can help SDTH garlic Company to implement product strategy while reducing market risk, and make SDTH garlic Company stick to the purpose of forging "TH" brand, and realize the triple stand of fresh-keeping products, dehydrated products and deep processing of new products. To become a leading domestic garlic production base and quality suppliers. Through the successful implementation of the product development strategy, the overall strength and brand reputation of the enterprise are continuously improved, and the core competitiveness of the enterprise is cultivated.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.13

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