呐乐公司新产品研发与推广管理研究

发布时间：2017-12-26 20:42

本文关键词：呐乐公司新产品研发与推广管理研究　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：新产品的研发与推广是生物医药企业在市场竞争中获得重要地位的必要条件。呐乐生物科技有限公司成立于2009年,是一家高科技生物企业,2012年呐乐公司在经历了重组之后,利用现有资源进军保健品行业,但在实际的新产品研发和市场推广的过程中却遇到了诸多的问题,新产品的研发过程曲折,市场推广也需要加强。运用产品创新理论和新产品推广理论,对呐乐公司近年来在新产品开发与推广过程中遇到的问题进行了分析,发现其问题主要集中在以下几个方面。首先,呐乐公司自身必要的技术创新体系需要强化,产品剂型应该多样化,因此研发成果的市场竞争力不强；其次,在推广环节出现了市场调研不充分、营销策略不完善的问题,造成公司新产品进入市场缓慢；另外,在公司的保障系统方面,还存在自身的人力资源不足和经费投入不够两个主要的问题,它们一定程度上也阻碍了公司的新产品研发和推广工作。针对呐乐公司在新产品研发和推广过程中出现的上述问题,结合呐乐公司自身的特点,研究提出了呐乐公司在优化研发与推广问题方面的应对策略,公司主要从以下几个方面进行改进,第一,优化研发的投入和配置。构建公司的技术创新体系,并进行产学研合作；第二,注重新产品推广之前的市场调研和营销策略的规划,使公司的新产品推广过程更加顺畅；第三,通过重视高端人才的引进和建立科学的人才激励机制,来优化呐乐公司目前的人力资源系统,并拓宽公司现有的融资渠道,最终使呐乐公司的保障系统更加完善。
[Abstract]:The research and development of new products is a necessary condition for the bio pharmaceutical enterprises to gain an important position in the market competition. Na Le Biological Technology Co., Ltd. was founded in 2009, is a high-tech enterprises, in 2012, the music company after restructuring, use of existing resources to enter the health care industry, but in the actual process of new product development and market promotion has encountered many problems, new product development marketing twists and turns. Also need to strengthen. Based on the theory of product innovation and the theory of new product extension, this paper analyzes the problems encountered by Nalle in recent years in the process of new product development and popularization, and finds that its problems are mainly concentrated on the following aspects. First of all, Na Le company own necessary technical innovation system needs to be strengthened, product formulations should be diversified, so the research results of the market competitiveness is not strong; secondly, the market research is not sufficient, the marketing strategy problems in the promotion process, resulting in the company of new products entering the market slowly; in addition, the security system in the company. There is two main problems of human resources and lack of investment funds of their own, they are to a certain extent also hindered the company's new product development and promotion work. To solve the above problems, music companies appear in the new product development and promotion process, combined with the characteristics of Na Le company's own research, put forward coping strategies, music company in optimizing the development and promotion of the company was improved from the following aspects: first, investment and configuration optimization research. To build the company's technological innovation system, and cooperation; second, focus on the promotion of new products before the market research and marketing strategy planning, the company's new product promotion process more smoothly; third, the importance of the introduction of high-end talent and establish scientific talent incentive mechanism, to optimize the Na Le company's current human resource system, and expand the existing financing channels of the company, eventually make the security system more perfect, the music company.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.1;F274;F426.72

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