【作者】 朱要武；

【导师】 李随成；

【作者基本信息】 西安理工大学 ， 工商管理， 2002， 硕士

【摘要】 当今世界科技日新月异，知识经济初现端倪，新知识、新技术、新观念的不断出现与应用，加快了产品的更新周期。随着世界经济一体化不断推进，发达国家利用其科技、经济、品牌的优势，占据了国际竞争的有利地位，使得我国传统产业受到前所未有的挑战和压力。 本文是在中国牙膏市场竞争日趋激烈化、复杂化和国际化的背景下提出的，从芳草公司产品开发现状入手，采用宏观与微观、定性与定量、实证研究相结合的方法，对其产品开发方向进行深入的分析与研究，探讨适合芳草公司的产品开发方向，并提出相应的实施措施。 本文运用产品生命周期理论、技术创新理论、战略管理理论、市场营销理论、项目投资等理论和最新观点，从外部宏观环境、企业内部能力、牙膏行业现状、市场竞争状况等方面为确立产品开发方向提供依据，并采用模糊评判法作出定量决策，从而提出芳草公司产品开发方向为：增加产品的技术含量，提高高档产品的比例，对牙膏市场进行细分，开发高功能、高附加值的产品，以满足顾客多样化需求。根据所确立的产品开发方向，从市场机会、财务分析和风险评价角度，为芳草公司提出一份产品项目可行性研究分析；为了实现产品开发方向目标，提出采用联合创新的产品开发模式，以提升企业的核心技术能力，运用并行产品开发方式，缩短产品开发周期，并提出建立一个有效产品开发激励机制的思路。 希望通过本文提出适合芳草公司的产品开发方向和对策，对芳草公司摆脱目前困境能有所帮助，并为国有牙膏企业的产品开发提供有益的参考和借鉴。更多还原

【Abstract】 As science and technology of present world is changing quickly with each passing day, and knowledge economy is peeping out, with new knowledge, new technology, and new idea coming forth and coming into utilization continually, product life cycle has been shortened very greatly. In the same time, developed countries have taken favorable position in international competition with the process of world economy integration, by taking advantage of their technology, economy, and brand. Thus, the traditional industries of our country face with unprecedented challenge and pressure.This thesis is put forward on the background that the competition in china’s toothpastes market is becoming more and more intense, complex, and international, searches for the product development direction that will be suit for Fangcao daily chemical Ltd, Co. and provides correspond measures for the development by starting the research from the analysis of the company’s present situation of product development and deep studying and analyzing of the direction adopting the method of combining of macrocosmic with microcosmic, quantitative with qualitative, and theory with case analysis.This thesis applies the principles and newest viewpoints of the theories of product life cycle, technique innovation, strategy management, marketing, and project investment to look for backing points for determination of the company’s product development direction from the aspects of external environment, internal capability of the company, the present condition of toothpastes industry, and the market competition condition. The thesis makes a quantitative decision by employing the method of fuzzy evaluation that the Fangcao company’s productdevelopment direction is to meet the consumer’s diversified demand through increasing the content of products’ technique and the proportion of high quality products, making intensive market division and developing products of advanced function and sufficient additional value. According to the product development direction, the thesis offers a feasibility analysis for Fangcao company on the basis of analyzing the market opportunity, financing, and risk. In order to realize the target of the product development direction, an opinion of establishing effective incentive mechanism is brought forward with the suggestion of adopting the model of corporate product innovation to promote core technique ability and applying concurrent product development engineering to shorten product development period. Wish the product development direction and countermeasures provided by the thesis is fit for Fangcao company and of some help for the company to get rid of it’s present difficulties, and also give some beneficial reference to the state-owned enterprise’s product development.更多还原