發(fā)布時(shí)間：2018-05-20 06:20

  本文選題：中小企業(yè) + 產(chǎn)品創(chuàng)新　； 參考：《哈爾濱理工大學(xué)》2015年碩士論文

【摘要】：隨著改革開放逐漸的深入，我國各行行業(yè)都面臨著更為激烈的市場競爭，這市場的競爭壓力不僅僅來自國內(nèi)相關(guān)企業(yè)，還來自國際實(shí)力更為強(qiáng)悍的外資企業(yè)，這些無疑加劇了企業(yè)生存與發(fā)展的難度，特別是中小企業(yè)，它們抵御強(qiáng)勁外資企業(yè)能力不如大型企業(yè)，這使得中小企業(yè)在新的市場環(huán)境中面臨著諸多的問題和挑戰(zhàn)。面對著來自外資企業(yè)、國內(nèi)大型企業(yè)的激烈競爭，部分企業(yè)出現(xiàn)了模仿大企業(yè)的發(fā)展趨勢。制定科學(xué)合理的產(chǎn)品創(chuàng)新對企業(yè)的發(fā)展至關(guān)重要。 本文立足于特色鮮明的中小企業(yè)的發(fā)展實(shí)際，通過廣泛收集、整理有關(guān)資料、文獻(xiàn)，在數(shù)據(jù)庫營銷理論、產(chǎn)品創(chuàng)新理論的指導(dǎo)下，結(jié)合中小企業(yè)自身的特點(diǎn)和規(guī)律展開研究。詳細(xì)介紹了我國中小企業(yè)的現(xiàn)狀以及存在的缺陷，闡明了中小企業(yè)對國家和社會發(fā)展具有重大的作用，并對數(shù)據(jù)庫營銷在中小企業(yè)的產(chǎn)品創(chuàng)新方面上的實(shí)際應(yīng)用情況進(jìn)行分析，為中小企業(yè)能在此基礎(chǔ)提出一個(gè)新的產(chǎn)品創(chuàng)新模式提供參考價(jià)值。通過對產(chǎn)品創(chuàng)新模型設(shè)計(jì)理念、挑戰(zhàn)、危機(jī)這三方面進(jìn)行詳細(xì)闡述，來為具體進(jìn)行設(shè)計(jì)提供依據(jù)。本文就以數(shù)據(jù)庫營銷理論為基礎(chǔ)，設(shè)計(jì)出了符合當(dāng)前大環(huán)境的產(chǎn)品創(chuàng)新模型，該模型將數(shù)據(jù)做鏈接，貫穿整個(gè)模型之中。然后本文就對新的產(chǎn)品創(chuàng)新模型各個(gè)模塊進(jìn)行詳細(xì)的闡述，這些模塊包括基于數(shù)據(jù)結(jié)構(gòu)的數(shù)據(jù)分析、營銷數(shù)據(jù)庫的數(shù)據(jù)計(jì)算框架、基于數(shù)據(jù)結(jié)構(gòu)的產(chǎn)品政策新、產(chǎn)品研發(fā)模型構(gòu)建、創(chuàng)新產(chǎn)品的銷售預(yù)測及評估，，明確了各個(gè)模塊在模型中的作用以及相互之間的關(guān)系。最后為溫州中小服裝企業(yè)的實(shí)際情況來對本文所提出的模型進(jìn)行可行性驗(yàn)證，來判斷該模型是不是具有實(shí)際應(yīng)用價(jià)值。
[Abstract]:With the deepening of reform and opening up, our banking industries are facing more intense market competition. The competitive pressure in this market comes not only from domestic related enterprises, but also from more powerful foreign-funded enterprises with stronger international strength. These undoubtedly aggravate the difficulty of enterprise survival and development, especially small and medium-sized enterprises, their ability to resist strong foreign-funded enterprises is inferior to large enterprises, which makes small and medium-sized enterprises face many problems and challenges in the new market environment. In the face of fierce competition from foreign-funded enterprises and large-scale domestic enterprises, some enterprises have appeared the development trend of imitating large enterprises. It is very important to establish scientific and reasonable product innovation for the development of enterprises. Based on the development practice of small and medium-sized enterprises with distinctive characteristics, this paper studies on the characteristics and laws of small and medium-sized enterprises under the guidance of database marketing theory and product innovation theory through extensive collection, collation of relevant information, literature and the guidance of the theory of database marketing and product innovation. This paper introduces in detail the present situation and defects of the small and medium-sized enterprises in our country, expounds that the small and medium-sized enterprises play an important role in the development of the country and society, and analyzes the practical application of database marketing in the product innovation of the small and medium-sized enterprises. It provides reference value for small and medium-sized enterprises to put forward a new product innovation model on this basis. The design idea, challenge and crisis of product innovation model are elaborated in detail to provide the basis for the concrete design. Based on the theory of database marketing, this paper designs a product innovation model which is in line with the current environment. The model links the data and runs through the whole model. Then, this paper expatiates on each module of the new product innovation model. These modules include data analysis based on data structure, data computing framework of marketing database, new product policy based on data structure. The model of product research and development, the prediction and evaluation of the sales of innovative products, the role of each module in the model and the relationship between each module are clarified. Finally, the feasibility of the model proposed in this paper is verified for the actual situation of Wenzhou small and medium-sized garment enterprises, to judge whether the model has practical application value.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F276.3

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本文編號：1913522