【作者】 赵志清；

【导师】 杨水利；

【作者基本信息】 西安理工大学 ， 工商管理， 2004， 硕士

【摘要】 产品战略是企业面对激烈变化、严峻挑战的新环境，为求得长期生存和不断发展而进行的产品规划。本论文在对企业核心竞争力理论、产品战略管理理论、关键成功因素理论进行分析的基础上，以西安西电变压器有限责任公司为背景，采用宏观与微观、定性与定量相结合以及实证分析研究方法，对西安西电变压器有限责任公司的产品战略进行研究，为西安西电变压器有限责任公司的经营决策提供科学的依据。 本论文运用PEST分析法、波特竞争模型和外部环境评价矩阵(EFE)，对西安西电变压器有限责任公司所处的宏观环境、行业环境和竞争状况进行分析和评价。运用资源条件分析、核心竞争能力分析和内部因素评价矩阵(IFE)，对西安西电变压器有限责任公司的内部环境进行分析与评价，分析了西安西电变压器有限责任公司产品战略方面存在的问题。通过构造西安西电变压器有限责任公司SWOT分析模型，运用定量战略评价矩阵(QSPM)确定了西安西电变压器有限责任公司的产品战略为产品开发战略，并对西安西电变压器有限责任公司产品开发战略进行比较深入地探讨，进一步提高其产品竞争能力。 最后，论文探讨了西安西电变压器有限责任公司产品战略实施的策略与措施，对老产品整顿、新产品开发、产品组合策略、产品品牌策略进行了研究。 本文是针对西安西电变压器有限责任公司产品战略进行的实证分析研究，本文的研究对该公司的产品战略管理有一定实用价值，对变压器行业的其他企业也具有一定的参考价值。更多还原

【Abstract】 Product strategy is the whole plan for the long-term survival and continuous development under the new strong changing environment. On the basis of the core competence theory, the essential success factors theory and the strategy management theory, by the quantitative analysis and the qualitative analysis, This paper researches the product strategy of Xi’an Xi dian Transformer Limited Company and give a scientific basis for the decision-making of the company.The microenvironment, the industry environment, the competition are analyzed and evaluated with PEST method, Porter model and EFE matrix in this paper. With the resources condition analysis, core competitiveness analysis and IFE matrix analysis, the internal environment of Xi’an Xi dian Transformer Limited Company is analyzed and evaluated and the problems in the operation of this company are analyzed. Through the analysis of SWOT matrix and QSPM matrix, the product development strategy is determined as the company’s product strategy, meanwhile the product development strategy is researched in detail, as a result the product competence is improved further.In the end, the tactics and measures for implementation of the company’s product strategy is researched in this paper, i.e. rectification of old products, development of new products, product combination tactics and product brand tactics.Through the demonstration analysis to the products strategy of Xi’an Xi dian Transformer Limited Company, this paper have a practical value to products strategy management of Xi’an Xi dian Transformer Limited Company and have a reference role to the other transformer enterprises.更多还原