FK公司煤矿安全技术装备产品组合策略研究

发布时间：2018-03-02 03:29

本文关键词： 煤矿安全技术装备产品组合策略　出处：《中国地质大学(北京)》2015年硕士论文　论文类型：学位论文

【摘要】：随着科学技术发展步伐逐渐加快,煤矿安全技术装备行业也迎来了属于自身的“春天”。各类先进技术运用到生产及产品自身。促使我国煤矿安全技术装备行业技术水平得到了大幅提升。对于技术的革新、市场的成熟以及煤炭矿山安全生产文化逐步深入人心,是FK公司面临的一个难得发展机遇。但是日趋激烈的竞争市场,对企业产品的要求越来越苛刻。不但对产品技术水平的要求提高了不少,而且还对产品的适用性提出了更高的标准。对于市场的新变化,FK公司如何才能在市场中立于不败之地,无疑要从以下几个方面入手：降低产品成本、加大科研力度以及科学合理的差异性产品服务。这些问题的解决最终是要促进企业产品组合更加优化,使企业的产品组合更具科学合理性、明确有效性,以利于企业长远的进步与发展。本文首先对产品组合相关理论进行了介绍,重点对FK公司产品的市场环境进行了剖析。其次运用PEST分析法对FK公司煤矿安全技术装备市场的宏观环境进行了详细分析,结合波特五力模型对FK公司产品面临的国内外市场竞争形势对A公司的供应商、客户、竞争者、替代品等关键因素进行了研究。最后运用波士顿矩阵法、产品系列平衡法深入分析了FK公司产品组合的特点。在此基础上,运用产品组合相关理论,提出了FK公司扩大产品组合宽度,适度减少产品组合的长度,优化产品线深度、加快各产品线的关联性以及加快产品研发力度等优化产品组合策略。并给出了策略执行的具体保障建议,包括：提高品牌营销力度、加大新产品技术研发及建立专门的协调组织等措施。
[Abstract]:With the rapid development of science and technology, The industry of coal mine safety technology and equipment has also ushered in its own "spring". All kinds of advanced technologies have been applied to the production and products themselves. The technical level of our country's coal mine safety technology equipment industry has been greatly improved. The maturity of the market and the gradual penetration of the safety production culture in coal mines are a rare opportunity for FK to develop. But increasingly fierce competition in the market. The requirements for enterprise products are becoming more and more stringent. Not only the requirements for the technical level of the products have been raised a lot, but also higher standards have been put forward for the applicability of the products. The new changes in the market will make FK Company in an invincible position in the market. There is no doubt that we should start with the following aspects: reducing product cost, increasing scientific research and scientific and reasonable differential product service. The solution of these problems is ultimately to promote the optimization of enterprise product mix. In order to make the product combination of enterprises more scientific and rational, clear and effective, in order to facilitate the long-term progress and development of enterprises. The market environment of FK company's products is analyzed in detail. Secondly, the macro environment of coal mine safety equipment market of FK company is analyzed in detail by using PEST analysis method. Combined with Porter's five-force model, the paper studies the key factors of suppliers, customers, competitors, substitutes and other key factors of FK Company's products in the domestic and international market competition. Finally, the Boston Matrix method is used. This paper analyzes the characteristics of FK Company's product combination by product series balance method. On the basis of the theory of product combination, it puts forward that FK Company can expand the width of product combination, reduce the length of product combination appropriately, and optimize the depth of product line. To speed up the relevance of product lines and accelerate product development efforts to optimize product mix strategy. And give specific security recommendations for the implementation of the strategy, including: to improve brand marketing, Increase new product technology research and development and establish special coordination organization and other measures.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F273.2

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