發(fā)布時間：2018-05-01 05:20

  本文選題：市場滲透戰(zhàn)略 + 產(chǎn)品開發(fā)戰(zhàn)略��； 參考：《華南理工大學》2014年碩士論文

【摘要】：本文采用的是以對實際案例企業(yè)進行分析的研究方法。案例中的企業(yè)EAD公司是一家成立于1999年的國家高新技術(shù)企業(yè)，專業(yè)研發(fā)、生產(chǎn)、銷售數(shù)字電視機頂盒調(diào)諧器。數(shù)字電視機頂盒調(diào)諧器是用于數(shù)字信號的調(diào)制解調(diào)，是機頂盒的核心零部件。EAD公司的直接客戶是數(shù)字電視機頂盒廠商，，間接客戶是電視機廠商和廣電運營商，產(chǎn)品技術(shù)和銷量位于國內(nèi)前茅。 EAD公司已經(jīng)在數(shù)字電視行業(yè)積累了十多年的經(jīng)驗，技術(shù)上一直走在同業(yè)競爭對手的前端，且有豐富的客戶資源，而數(shù)字電視行業(yè)目前正在經(jīng)歷第二波升級革命，行業(yè)前景十分開闊，EAD公司如想繼續(xù)在本行業(yè)繼續(xù)經(jīng)營發(fā)展，必須考慮能否利用自身優(yōu)勢開發(fā)其他有前景的新產(chǎn)品，以滿足現(xiàn)有市場的新需求，這就涉及到安索夫矩陣所提到的公司產(chǎn)品開發(fā)戰(zhàn)略制定的問題。 本文將運用現(xiàn)代企業(yè)戰(zhàn)略管理理論知識和分析工具，并與實際狀況相結(jié)合的研究方法，對EAD公司的內(nèi)外部環(huán)境和自身優(yōu)劣勢進行專業(yè)、深入的分析。而在分析過程中將運用到PEST模型、波特五力模型、SWOT分析工具等。本文以制定EAD公司產(chǎn)品開發(fā)戰(zhàn)略為目標，對公司產(chǎn)品開發(fā)戰(zhàn)略進行詳細探討與分析，主要工作和內(nèi)容包括：一方面通過對EAD外部宏觀環(huán)境進行分析，歸納出EAD公司目前遇到的威脅是：現(xiàn)有產(chǎn)品經(jīng)營業(yè)績下滑，面臨著退出市場的威脅，而機遇是：數(shù)字電視行業(yè)正面臨著第二次產(chǎn)業(yè)升級革命，數(shù)字電視一體機是行業(yè)發(fā)展的主體和趨勢；另一方面通過對EAD公司內(nèi)部環(huán)境進行分析，歸納出EAD公司的優(yōu)勢是：具有豐富的數(shù)字電視行業(yè)技術(shù)經(jīng)驗和客戶資源，而劣勢是：產(chǎn)品過于專業(yè)，能利用到自身資源去選擇開發(fā)其他類型的業(yè)務不多，且企業(yè)融資能力差，不適合開發(fā)前期投入過大的業(yè)務。最后在EAD公司內(nèi)外部環(huán)境分析的基礎上，確定EAD公司將要開發(fā)數(shù)字電視一體機調(diào)諧器去適應現(xiàn)有市場的新需求，同時從研發(fā)、生產(chǎn)和市場營銷等方面制定產(chǎn)品開發(fā)的方法，最后制定戰(zhàn)略實施的保障措施，完成EAD公司產(chǎn)品開發(fā)的戰(zhàn)略的制定。
[Abstract]:This paper adopts the research method to analyze the actual cases of enterprises. EAD is a national high-tech enterprise founded in 1999, specializing in R & D, production and sales of digital TV set-top box tuner. Digital TV set-top box tuner is used for modulation and demodulation of digital signal. It is the core component of set-top box. EAD company's direct customer is digital TV set-top box manufacturer, indirect customer is television manufacturer and radio and television operator. Product technology and sales are among the highest in China. EAD has accumulated more than a decade of experience in the digital television industry, has been technically at the forefront of competitors in the same industry, and has rich customer resources, and the digital television industry is currently undergoing a second wave of upgrading revolution. If EAD wants to continue to operate and develop in this industry, it must consider whether it can use its own advantages to develop other promising new products to meet the new needs of the existing market. This is related to the company's product development strategy mentioned in the Ansov matrix. This article will use the modern enterprise strategic management theory knowledge and the analysis tool, and unifies with the actual situation the research method, carries on the specialized, the thorough analysis to the EAD company's internal and external environment and own superiority and inferiority. In the process of analysis will be applied to the PEST model, Porter's five-force model SWOT analysis tools and so on. This paper aims at making the product development strategy of EAD Company, and makes a detailed discussion and analysis on the product development strategy of the company. The main work and contents include: on the one hand, through the analysis of the external macro environment of EAD, In summary, EAD is faced with the following threats: the decline in the operating performance of existing products and the threat of withdrawing from the market, and the opportunity is that the digital television industry is facing a second industrial upgrading revolution. On the other hand, through the analysis of the internal environment of EAD Company, the advantages of EAD Company are summarized as follows: it has rich technical experience and customer resources in digital TV industry. The disadvantage is that the product is too professional, can use its own resources to choose to develop other types of business is not much, and the financing ability of the enterprise is poor, not suitable for the development of the pre-investment too much business. Finally, on the basis of the analysis of the internal and external environment of EAD, it is determined that EAD will develop an integrated digital television tuner to adapt to the new needs of the existing market, and at the same time formulate the methods of product development from the aspects of R & D, production and marketing. Finally, the strategy implementation of the safeguard measures to complete the EAD company product development strategy formulation.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F273.2;F426.6

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