产品功能的市场竞争力研究

【作者】 杨泽明；

【导师】 陈圻； 刘晋；

【作者基本信息】 南京航空航天大学 ， 管理科学与工程， 2002， 硕士

【摘要】 本文在产品层次上进行竞争力的研究，立足于产品功能，依据需求的发展理论，通过对产品竞争力的一般性研究，提出采用市场研究的方法作为典型产品竞争力的研究基本方法，并结合实例说明典型产品竞争力研究的一般过程及其中的方法，并进行了两个典型产品——电话机和复读机的实证研究；总结了把握需求和功能创新对于产品竞争力的重要意义，提出了产品竞争力的实现模型，并对面临WTO和西部开发的我国企业的竞争战略提出了建议。更多还原

【Abstract】 This thesis "deals with the competitiveness research on the product lever, and it is based on product function and the theory of demand development. Through the general study of product competitiveness research, we propose an approach that take the marketing research method as basic meanes for the competitiveness research of typic product, then we illustrate the process and the measures for the competitiveness research, along with the detail cases study. Also, we make a study of two typic product梩he telphone and the language repeater. Then gives the importance of grabing marketing Demand and functional innovation to product competitiveness, propose a implementation mode for product competitiveness, and give a suggest of competitive strategy for native corporations, which face with the challenge of WTO and the Project of the West Development.更多还原