华锦集团乙烯公司产品开发战略

【作者】 刘作军；

【导师】 俞明南；

【作者基本信息】 大连理工大学 ， 工商管理， 2001， 硕士

【摘要】 本文遵循现代企业管理及新产品开发战略思想，采用理论联系实际、调查研究、统计数学分析和预测的方法，通过对华锦集团盘锦乙烯有限责任公司的内外部环境进行认真的分析和研究，明确乙烯公司所面临的机会和威胁及自身所具有的优势和劣势；并应用产品生命周期及波士顿矩阵理论对现有产品进行定位分析，制定了盘锦乙烯产品开发战略。 文章中提出了延长现有产品生命周期、稳定经营；扩宽产品品种、满足用户需求；在特定细分市场上开发高附加值产品，实行纵向一体化等基本战略，并针对盘锦乙烯现状提出了产、销、研相结合，从思想观念、组织、项目确立、开发途径、市场推广到提高企业核心能力等一系列实施方案。本文从实际出发，精心论述，以望能对盘锦乙烯乃至同行业的发展有所借鉴。更多还原

【Abstract】 Based on the strategy of management in modern enterprises and development of new products, adopting methods of combination of theory and practice, investigation and study in addition to statistical analysis and prediction, the author in this article indicates opportunities and risks, advantages and disadvantages after careful study and analysis for internal and external environment of Panjin Ethylene Co. Ltd. (PECL in Huajin Chemical Group Co.).The author also works out a development strategy for PECL after performing positional analysis for existing products with life period and Boston matrix theory.In this article the author emphasizes basic principles such as extending life period of existing products, stabilizing business operation and market, diversifying products?grades, satisfying clients?demands, developing high value-added products for specific classified market and vertical integration. The author also puts forward some practical schemed e.g. combination of production, marketing and study, updates of ideas and concepts, institutional establishment, determination of new projects, development methods, market extension as well as enhancement of enterprise core abilities. The author made this elaborate presentation based on actual situation in order to provide references for Panjin Ethylene Co. Ltd. and other enterprises in the same business.更多还原