华意轻型商用压缩机产品战略研究

发布时间：2018-03-01 13:34

本文关键词： 产品战略轻型商用机 “三领先”战略　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文主要研究对象为冰箱压缩机行业中的华意压缩机股份有限公司(深圳主板上市公司,股票代码000404)。分析华意压缩机股份有限公司在冰箱压缩机行业产能过剩、市场竞争激烈的环境下,如何从传统家用冰箱压缩机向轻型商用压缩机市场突破,如何合理地制定企业在轻型商用压缩机上的产品战略,从而抓住这一发展前景良好的市场,为华意压缩公司由“世界第一大”向“世界第一强”发展提供产品战略的思路。本文通过对轻型商用压缩机的定义和行业发展前景分析,结合华意压缩目前状况以及内外部竞争环境,本文提出了华意压缩在轻型商用压缩机上的“三领先”产品战略,通过对“三领先”战略的规划实施,来确保轻型商用压缩机产品战略的正确性和战略的可操作性。本文共分为六章,第一章为绪论部分,主要介绍了本文研究的背景,研究的目的与意义,研究的思路和方法。第二章为文献综述部分,回顾归纳了产品战略理论方面的相关文献研究,了解产品战略的学术发展过程以及其内容。第三章主要介绍了轻型商用压缩机的定义,简单地分析了轻型商用压缩机市场发展前景。同时对华意压缩公司和Cubigel公司的整体介绍,通过介绍华意压缩机股份有限公司,总结了华意压缩的企业能力和优势；而Cubigel公司是华意压缩为切入轻型商用压缩机领域在2012年收购的一家西班牙公司,介绍Cubigel公司,分析其给华意压缩在商用压缩机领域带来的帮助。第四章是公司外部环境分析,分别采用PEST分析法和波特五力模型对公司的宏观环境和行业环境进行了分析,并重点分析了华意压缩在品牌、技术、市场三个方面的能力,明确了公司的优、劣势和机会、挑战。第五章为战略规划举措的介绍,采用SWOT分析法分析现状,制订了华意“三领先”的产品战略,规划了轻型商用压缩机产品的战略实施。第六章是对公司的总结和展望。华意压缩目前已经成为世界第一大的压缩机制造企业,但离世界最强的企业战略目标还有一定差距。在传统家用冰箱压缩机市场竞争激烈、很难再有较大增长的形势下,趁势进入发展前景大、市场还未饱和、盈利状况更佳的轻型商用压缩机市场符合企业发展规划,同时产品战略的制定能为华意实现第一强提供部分支撑。
[Abstract]:The main research object of this paper is Huayi Compressor Co., Ltd in refrigerator Compressor Industry (Shenzhen main Board listed Company, Stock symbol 000404). The overcapacity of Huayi Compressor Co., Ltd in refrigerator compressor industry is analyzed. In the environment of fierce market competition, how to break through the market from the traditional refrigerator compressor to the light commercial compressor market, and how to reasonably formulate the product strategy of the enterprise on the light commercial compressor, so as to grasp the market with good development prospects. This paper provides the product strategy for the development of Huayi Compression Company from "the world's largest" to "the world's largest". This paper analyzes the definition of light commercial compressors and the industry development prospects. According to the present situation of Huayi compression and the internal and external competition environment, this paper puts forward the "three leading" product strategy of Huayi compression on light commercial compressor, and through the planning and implementation of the "three leading" strategy, This paper is divided into six chapters, the first chapter is the introduction part, mainly introduces the background, purpose and significance of the research. The second chapter is the literature review part, which reviews and summarizes the related literature research on the theory of product strategy. Chapter three mainly introduces the definition of light commercial compressor, and analyzes the market prospect of light commercial compressor. At the same time, it introduces Huayi Compression Company and Cubigel Company as a whole. By introducing Huayi Compressor Co., Ltd, this paper summarizes the enterprise capability and advantage of Huayi Compression, while Cubigel Company is a Spanish company which was acquired by Huayi Compression in 2012, and introduces Cubigel Company. Chapter 4th is the analysis of the external environment of the company, which uses the PEST analysis method and Porter's five-force model to analyze the macro environment and the industry environment of the company. It also focuses on the analysis of the ability of Huayi compression in three aspects: brand, technology and market, and defines the advantages, disadvantages, opportunities and challenges of the company. Chapter 5th is the introduction of strategic planning measures, and the present situation is analyzed by using SWOT analysis method. Has formulated the Huayi "three leading" product strategy, has planned the light commercial compressor product strategy implementation. 6th chapter is the summary and the prospect to the company. However, there is still a certain gap between the strategic objectives of the strongest enterprises in the world. With the fierce competition in the traditional domestic refrigerator compressor market, it is very difficult to have a larger growth situation, and take advantage of the situation to enter into a big development prospect and the market is not yet saturated. The more profitable light commercial compressor market is in line with the enterprise development plan, and the formulation of the product strategy can provide some support for Huayi to achieve the top one.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.4;F832.51

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