發(fā)布時(shí)間：2018-05-23 22:42

  本文選題：戰(zhàn)略管理 + 產(chǎn)品戰(zhàn)略　； 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：現(xiàn)階段從中國(guó)量刃具市場(chǎng)的總體情況來(lái)看,傳統(tǒng)的量具刃具技術(shù)還處于總體的弱勢(shì)地位,量具刃具屬于消耗品,產(chǎn)品使用周期比較短,更新頻率較快。在國(guó)內(nèi)外市場(chǎng)上,有較大的需求,然而,國(guó)內(nèi)量具刃具產(chǎn)品并不能滿(mǎn)足工業(yè)需求,產(chǎn)品質(zhì)量不合格,導(dǎo)致工業(yè)配套產(chǎn)品報(bào)廢的情況時(shí)常發(fā)生,產(chǎn)品產(chǎn)能過(guò)剩而銷(xiāo)量不足。各個(gè)量具刃具廠產(chǎn)品單一,缺乏多樣化,許多產(chǎn)品呈現(xiàn)供過(guò)于求的狀況。規(guī)模小的量具刃具公司的不公平競(jìng)爭(zhēng),也干擾量刃具市場(chǎng)。哈量集團(tuán)的銷(xiāo)量呈現(xiàn)逐年降低的趨勢(shì),產(chǎn)品滯銷(xiāo),積壓,庫(kù)存加大,應(yīng)收賬款無(wú)法回收,出現(xiàn)壞賬情況時(shí)有發(fā)生。究其根本原因,在于產(chǎn)品結(jié)構(gòu)不合理,缺乏一個(gè)整體有效的產(chǎn)品發(fā)展戰(zhàn)略,與發(fā)達(dá)國(guó)家相比,產(chǎn)品技術(shù)仍然不過(guò)硬。文章基于系統(tǒng)的戰(zhàn)略管理理論,運(yùn)用的文獻(xiàn)法和對(duì)比分析法,重點(diǎn)運(yùn)用SWOT分析法,結(jié)合中國(guó)量具刃具市場(chǎng)的現(xiàn)狀及產(chǎn)品市場(chǎng)的現(xiàn)狀,對(duì)哈量集團(tuán)產(chǎn)品發(fā)展的現(xiàn)狀和發(fā)展戰(zhàn)略現(xiàn)狀進(jìn)行詳盡的分析,找出其發(fā)展的問(wèn)題所在,并找出成因。通過(guò)對(duì)哈量集團(tuán)內(nèi)外部的環(huán)境進(jìn)行分析解讀,利用SWOT分析法,找出其優(yōu)勢(shì)和不足的地方,分析其進(jìn)行戰(zhàn)略選擇的重要性,對(duì)其整體戰(zhàn)略概況進(jìn)行闡述,并制定相應(yīng)具體的產(chǎn)品發(fā)展戰(zhàn)略,進(jìn)行細(xì)分與歸納,找出適合哈量集團(tuán)發(fā)展的產(chǎn)品發(fā)展戰(zhàn)略選擇。最后,提出完成產(chǎn)品發(fā)展所需要的保障措施,以便更好的把產(chǎn)品發(fā)展戰(zhàn)略實(shí)施下去。哈量集團(tuán)公司應(yīng)主要從加強(qiáng)產(chǎn)品升級(jí)、增加產(chǎn)品附加值入手,優(yōu)化內(nèi)部資源、開(kāi)發(fā)核心基礎(chǔ)產(chǎn)品、開(kāi)發(fā)科學(xué)的流程管理、提升產(chǎn)品營(yíng)運(yùn)管理水平、設(shè)定與發(fā)展內(nèi)外部環(huán)境相適應(yīng)的企業(yè)架構(gòu)等策略來(lái)實(shí)現(xiàn)新選擇的戰(zhàn)略目標(biāo),提升企業(yè)的核心競(jìng)爭(zhēng)力。本文希望能夠?yàn)楣考瘓F(tuán)制定新的產(chǎn)品戰(zhàn)略提供參考,同時(shí)為公司在同行業(yè)保持競(jìng)爭(zhēng)優(yōu)勢(shì)地位提供指導(dǎo)性意見(jiàn)。
[Abstract]:According to the general situation of China's market, the traditional measuring tool technology is still in a weak position. The measuring tool belongs to consumables, the product life is short and the renewal frequency is fast. In the domestic and foreign market, there is a great demand. However, the domestic measuring tool products can not meet the industrial demand, the quality of the products is not up to standard, the situation of the industrial accessory products often occurs, the production capacity is overcapacity and the sales volume is insufficient. Each measuring tool factory product is single, lacks diversification, many products present the situation of oversupply. The unfair competition of small measuring tool companies also interferes with the market. The sales volume of Harbin quantity Group is decreasing year by year. The products are unsalable, backlog, inventory increase, accounts receivable can not be recovered, and bad debts occur from time to time. The fundamental reason lies in the unreasonable product structure and the lack of an overall effective product development strategy. Compared with the developed countries, the product technology is still not perfect. Based on the systematic strategic management theory, the paper uses the literature method and the comparative analysis method, and focuses on the SWOT analysis method, combining the current situation of the Chinese measuring tool market and the product market. This paper makes a detailed analysis on the present situation of product development and development strategy of Harbin quantity Group, finds out the problems and causes of its development. By analyzing the internal and external environment of Harbin quantity Group, using SWOT analysis, we find out its advantages and disadvantages, analyze the importance of its strategic choice, and expound the general situation of its overall strategy. And make the corresponding specific product development strategy, subdivide and sum up, find out the product development strategy choice suitable for the development of Harbin quantity Group. Finally, it puts forward the guarantee measures needed to complete the product development, so as to carry out the product development strategy better. Harbin quantity Group Company should mainly strengthen product upgrading, increase the added value of products, optimize internal resources, develop core basic products, develop scientific process management, and improve the level of product operation management. To achieve the new strategic goal and enhance the core competitiveness of the enterprise, we should set up the enterprise structure suitable for the development of internal and external environment. This paper hopes to provide reference for Harbin quantity Group to formulate new product strategy, and to provide guidance for the company to maintain its competitive advantage in the same industry.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.4;F273.2

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