湘瑞公司新产品开发战略研究

【作者】 李实秾；

【导师】 邓田生；

【作者基本信息】 中南大学 ， 工商管理， 2004， 硕士

【摘要】 企业的竞争，归根到底是企业技术实力的竞争，而产品创新又是技术创新的主要组成部分。中外优秀企业成功的经验表明，持续的产品创新是企业竞争力的不竭源泉。目前，国内PVC塑料型材行业低水平重复建设严重，价格战愈演愈烈。湘瑞公司要在激烈的市场竞争中求得生存与发展，必须制定并实施新产品开发战略，避开与大企业的正面交锋，开发新产品，占领新市场，增加产品的附加值，充分利用现有设备的生产能力，发挥其应有的规模效益。通过新产品开发战略的成功实施，不断提高企业的技术实力与经济实力，培育企业的核心竞争力，保障湘瑞公司的生存与发展。 本文利用战略管理和经济学的有关理论，对湘瑞公司新产品开发战略的内外环境进行了深入的研究，并对湘瑞公司新产品目标市场进行了定位。在此基础上，提出了新产品开发的战略目标，确立了新产品开发的管理体系，制定了新产品开发的人才战略、绿色名牌战略及营销战略，然后进行了新产品项目规划。本文最后对湘瑞公司新产品开发战略实施效果进行了评价，指出了该战略在进一步实施过程中应注意的问题。本研究成果为湘瑞公司新产品开发决策指明了方向，具有较强的实用性与可操作性。该成果对株化集团发展战略的制定具有重要的参考价值，对其它企业新产品开发战略的制定具有一定的借鉴作用。更多还原

【Abstract】 The competitions of enterprise is a competition of enterprise’s technological strength after all, and product innovation is the main component of technological innovation. The experience that the outstanding enterprises of China and foreign countries succeeded indicates, innovation is the source of enterprise’s competitiveness. At present, domestic PVC plastic profile trade’s low-level construction is serious, the price war grows in intensity. Xiangrui has to make and complement new product development strategy, in order to avoid the head-on competition against the big enterprises, develop new products, take possession of the new market, increase the added value of the products, fully utilize production capacity of the existing equipment, give play to its scale merit. Through implementing the new product development strategy successfully , Xiangrui will improve its technological strength and economic strength, cultivate its core competitiveness, so as to build itself into leading enterprise of the trade in the technology.This paper utilizes the relevant theories of strategic management and economics. It has carried on deep research to the internal and external environment of the company. On this basis, it has put forward the strategic objective of new product development, established the management system of new product development, made talented person strategy and famous-green-brand strategy, and planned new product projects. At last, it has made economic technology assessment for theimplemented and implementing new product projects. The achievement of the research has pointed out the direction for Xiangrui company’s new product development. It has important reference value for Zhuzhou chemical group to make its development strategy. It also has certain reference function for other enterprise to make their new product development strategies.更多还原