企业产品结构调整及其战略选择

【作者】 陈爱贞；

【导师】 陈明森；

【作者基本信息】 福州大学 ， 企业管理， 2003， 硕士

【摘要】 企业产品结构调整，是属于改变企业内部生产要素配置格局的一种经济行为。我国企业外部经济条件的变化，行业竞争的加剧，消费者需求的转移，要求企业通过调整产品结构，从总体上提高产品和企业市场竞争力。但是，目前企业产品结构调整的问题还未引起企业界和理论界的重视，主要体现在：一是面对市场问题，大多数企业是维持现有的产品和企业状况，通过促销手段来解决产品销路问题；二是对待企业产品市场进入的问题上，大多数企业是盲目跟进；而对产品的市场退出，大多数企业往往是被动而非积极主动的；三是在经营方面，大多数企业基本上走的还是“学习成功企业，规避失败企业”的路子，没有从企业自身的内部条件出发，为企业量身制定适合的经营战略；四是迄今为止理论界对企业产品结构调整问题的研究还是少之又少，有关产品结构方面的研究还只是零星、不成体系的。针对上述存在的这些问题，本论文试图从微观层次上以单个企业为研究对象，对企业产品结构调整的具体策略及途径进行完整系统的探讨，并对企业产品结构的模型及其选择的影响因素，企业在进行产品结构调整过程中可能遇到的陷阱及规避的策略等实际问题进行深入的分析。更多还原

【Abstract】 The enterprise product mix adjustment is an economic behavior of changing the configuration structure of enterprise’s interior producers’ factors. The change of enterprise’s exterior economic situation in our country, advanced industrial competition, transformation of consumer demand, all require enterprise to adjust product mix in order to enhance the ability of enterprise’s market competition. But at present, the fields of enterprise and theory have not attached importance to the problem of enterprise product mix adjustment, which is mainly reflected in the following aspects. The first is that most enterprises maintain existing situation of product and enterprise and solve sale problem by the way of sales promotion while facing market problem. The second is that most enterprises follow others blindly while consider the problem of market entry, but is passive not active while facing market dropout. The third is that in the aspect of management most enterprises don’t make adaptive managerial strategy according to enterprise’s interior and exterior situation, but flow the routine "learn from successful enterprise, elude failing enterprise". The fourth is that the study on the enterprise product mix adjustment from the side of theory is scarce and fragmentary, immethodical. According to the existing problems, this thesis tries to take individual enterprise as the object of study and research the tactics and methods of enterprise product mix adjustment, and the models of enterprise product mix adjustment and whose effect factors, and trap enterprise may encounter in the course of enterprise product mix adjusting and tactics to elude them.更多还原