X企业新产品开发战略及实施.pdf

工商管理硕士(MBA)
学位论文
X企业新产品开发战略及实施
作者周小娟
年级2005级
学号205120280062
指导教师吴潮
定稿时间2007年5月
西南财经大学
摘要
X企业始建于1982年,近期由后勤部队分离出来改制成X有限
责任公司,主要生产各系列喷油泵试验台,产品主要针对内燃机油泵
油嘴进行检測调校。随着我国新排放法规的实施,排放标准实现了从
欧I、欧Ⅲ、到欧Ⅳ的阶跃,世界内燃机工业进入了一个高投入、高
产出、高科技的时代,内燃机领域高新技术发展迅速,高新产品层出
不穷。随着该行业的发展,X企业同时面临着机遇与挑战,在行业发
展的同时竞争加剧,如何开发出领先的新产品已成为企业增强核心竞
争力、实现长期稳定持续发展的生命攸关大事。
新产品开发战略是X企业发展战略之一,企业具有很多优势,
但由于历史原因X企业存在开发进程缓慢、周期过长,新产品开发
体系不健全等间题。本论文针对X企业目前存在的问题制定新产品
开发战略,并提出战实施的方法,本文逻辑框架如下:
首先,本文从分析国内外内燃机的行业现状、行业前瞻入手,分
析目前企业的发展机会、企业同行业竞争者情况、产品系列生命周期、
市场占有率及企业现有开发体系的不合理性,引出ⅹ企业的新产品
开发战略重要性,提出新产品开发战略作为本企业重要发展战略。
其次,本文通过国内外一些先进的管理理念在该领域的引进,应
用产品创新章程“PIC”制定出具体系列产品的战略决策;通过X企
业新产品开发流程再造BPR,做出新产品开发流程,确保产品开发顺
利进行;再将敏捷制造AM引进新产品开发战略,增强新产品开发的
快速反应能力,从而增加市场占有率。
第三、新产品开发战略实施。提出新产品实施方法:新产品项目
评价筛选、产品实现流程策划、新产品质量控制的PDCA循环。提出
本企业产品开发的组织保障。指出新产品开发领域内的风险存在及风
险管理方式。
本论文的创新之处在于:将发达国家先进管理理念及方法引进新
产品开发战略,并对X企业的新产品开发战略及实施提出了系统的对
策建议。本文选题充分联系实际,抓住了目前本企业发展的关键,提
出问题,分析问题,解决问题,对于本企业缩短产品开发周期、增强
产品市场占有率、增强企业核心竞争能力,具有重要的现实意义。
关键词:新产品开发战略制定战略实施
Abstract
An X enterprise, founded in 1982, was separated from a logistic
troops and set up the X Co. Ltd recently. The enterprise mainly produces
series of fuel-injection pump test-benches The products are used for
checking and debugging the oil-pump and fuel nozzle of the combustion
engine. The world combustion engine industry has already got into an era
of high input, high output and high technology. Our country enforced the
new emission law, whose standard get from the Europe
II, Europe III
the Europe V. As the new and high technology in the combustion engine
fields is developing quickly, the enterprise faces opportunities and
challenges in the meantime. With the development of the industry, the
competition would grow in more intensify. Developing the new leading
products is the base for the enterprise to increase core competence and
improve the continuous development
The new products development strategy is one of development
strategies of the X enterprise. The X enterprise has a lot of advantages
but there are strategy problems of slow-moving development progress
too long cycle, unperfected new products development system, etc
because of the history reasons. This thesis advances the methods of the
strategy implementing on the problem existing in the enterprise currentl,
and the strategy of the new products development. The logical frame of
the thesis is as follows:
Firstly, this thesis starts with analyzing the existing circumstance
and prospect of the domestic and international combustion engine
industry, and then analyses the current development opportunities of the
enterprise, the present condition of the competitors in the same trade, the
product life cycle, market share ratio and the unreasonableness of the
existing development system of the enterprise, points out the importance
of the new products development strategy of the enterprise, puts forward
the new products development strategy as the important development