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论文编号：	10313
作者编号：	2220160500
上传时间：	2018/12/5 21:10:18
中文题目：	德昌公司水泵新产品开发策略研究
英文题目：	Research on the new product development strategy of water pump of Johnson Electric company
指导老师：	李建标
中文关键字：	电机企业；新产品开发；开发策略；开发流程
英文关键字：	Household appliance enterprise; New product development; Development strategy; Development process
中文摘要：	摘要 目前，中国洗衣机水泵等部件的生产与供应，主要集中于几家大型洗衣机 生产企业的配套企业、电机企业、外资企业以及南方地区的一些小企业。不论 从国内市场，还是国际市场，都呈现出供需两旺的趋势。从宏观经济环境上看， 市场需求扩张给洗衣机配件企业的发展提供了契机；从宏观政策环境上看，洗 衣机及配件行业还有很大的改进空间，以符合和满足更高标准的需要。从行业 竞争的角度，德昌公司的大客户惠而浦，也将重心转移到洗衣机产业中来。德 昌公司作为一家大型跨国企业，主要从事电机和驱动子系统的开发和应用，经 过59 年的发展，在汽车用品应用和工业用品应用两个方面，都取得了一定的优 势，并形成了完善的开发、生产、销售、管理体系。当前，德昌公司在新产品 开发方面，具有一定的技术优势、设施设备优势，同时在产品开发策略和品质 保障方面也有一定的承诺。随着技术手段、客户需求、市场竞争环境的变化， 新产品开发等创新手段成为公司发展的核心竞争要素，也成为德昌公司保持可 持续竞争优势的关键。德昌公司需要保持自身的差异化定制优势，为客户提供 的产品做到及时创新。在德昌公司，作者主要负责工业应用的家用技术开发， 目前重点攻关的是洗衣机的水泵技术突破。基于此，本文以洗衣机水泵产品为 突破口，结合自身多年的工作经验，从德昌公司的发展现状和新产品经营环境 入手，展开对德昌公司水泵新产品开发策略的探讨，以改变目前新产品开发中 存在的不足。 本文采用文献研究法、案例研究法等，按照从理论到实践的思路展开德昌 公司水泵新产品开发策略的研究，主要分为五个章节。其中，第一章，绪论。 概括本文的研究背景、研究意义，对有关新产品开发相关的概念、策略、影响 因素进行国内外研究综述，最后概述研究内容和技术路线。第二章，新产品开 发的研究概述和理论基础。通过对研究方法和思路、新产品开发策略及流程的 概念及目前主要的研究成果进行综述，作为探讨德昌公司新产品开发策略的理 论基础。第三章，德昌公司经营环境及新产品开发现状。对德昌公司的发展现 状、产品开发现状进行分析，并对德昌公司所处的宏观环境、行业环境和竞争 环境进行挖掘，判断德昌公司洗衣机水泵新产品开发的必要性，及重点开发创 新的突破口所在。第四章，德昌公司水泵新产品开发存在的问题，具体分析水 摘要 II 泵新产品开发中遇到的问题。第五章，德昌公司水泵新产品开发策略优化，针 对德昌公司新产品开发存在的问题，据此提出优化策略改进。第六章，结论与 展望。本章对关于德昌公司水泵新产品开发策略的研究成果进行总结，并针对 研究过程中存在的问题指出不足，做好以后研究的展望。 深入分析德昌公司的具体情况及问题。德昌公司具有集群优势、政府支持、 完善配套、企业灵活性等优势，存在对技术投入重视不够、缺乏技术、市场调 研不够有效、对营销的片面理解等劣势，具备产业调整带来的机遇、经济形势 倒逼企业转型、行业内竞争促使进步等机会，以及行业内竞争加剧、产品周期 更短等威胁。德昌公司目前应采取的策略为成本和市场战略，即低成本、部分 市场。此外，还要注意在产品研发过程中要结合不同过程的子战略进行。德昌 公司新产品开发主要面临三个方面的问题：第一，新产品开发理念有待改进。 首先，缺乏市场调研。由于对市场的了解不够深入，获取信息不够及时有效， 导致目前的产品很难在一开始就获得机会。其次，技术重视不足。企业主观层 面上技术投入不足。最后，营销观念落后。企业目前的发展就是将营销仅仅停 留在产品的外部推广上，对于产品的全部生产流程来说，没有一个充分的了解 和认识，未明确达到一个企业应该承担的责任。第二，新产品开发组织结构有 待优化。首先，德昌公司是一家民营企业，在管理上还存在一定的漏洞，未曾 建立起合格规范的管理制度和体系框架，并且存在一些官僚风气，严重影响了 新产品开发的效率，也影响了开发的品质。其次，就目前的产品研发来说，职 能型的组织结构尚且无法完成部门之间的合理分配和调动，积极性不高。由于 在产品生产过程中研发能力不足，导致民营企业在生产过程中个性化发挥太多。 最后，德昌公司主要与大部分民营企业走的道路基本一致，重资本轻技术的生 产模式。第三，新产品开发流程有待完善。首先，信息沟通不畅，每个流程之 间都是相互独立而存在的，没有基本的交流和信息传递。其次，缺少市场调研 和跟踪报道，调研方法不完善，关键指标不健全，市场调研的力度也会受到很 大影响。再次，未进行科学规划。德昌公司在进行产品的研发过程中，尽管论 证有过，但是每一次的论证都缺乏一定的科学依据和立论基础，完全依靠决策 人的主观意愿操作，缺少客观性。然后，缺乏长足目的性和计划性。大部分的 产品都是等待时机成熟才开始营销推进，导致产品研发缺少一定的时间性和计 划性，进入市场被动，时间不合理。再次，执行标准不明确、目标不清楚。最 后，管理手段不完善。新产品再造过程中，未明确指出具体的实施时间。 摘要 III 德昌公司新产品开发的应对策略：第一，在新产品开发过程中，选择多种 策略进行推广。德昌公司新产品开发的策略选择要掌握好几个要点：基础打牢； 进一步调整业务发展结构；根据市场随机应对；产品定位及时更新；优化管理 结构；及时结合政府优惠。第二、改进新产品开发理念。在概念开发和产品规 划阶段，做好市场调研是概念开发及产品规划工作的开端，进一步突显产品个 性化开发大策略的基础。做好用户回访。为能够明确用户的切实所需，提炼出 最具价值的差异点，项目小组营销人员对用户进行了回馈访谈。在形成产品概 念阶段，项目小组以市场调研报告及现场访谈记录为依据，重建一个产品研发 理念。在水泵X 项目立项阶段，以水泵X 项目为主要对象设定管控决策。在设 计和开发阶段，以新产品水泵X 项目的整体定位及需求为依据，各成员积极发 挥自身所长，共同对产品的外形及内部结构加以设计。第三、优化新产品开发 组织结构。组建项目专项团队。在各职能部门中各抽调一名人员加入项目组， 国内外营销、采购、产品质量管理、生产以及产品规划等专业人才皆需配备。 组建决策委员会。以总经理，生产部、财务部等部门的部长为组成人员，并在 产品规划部抽调两名设计师，在产品部抽调一名技术人员共同为公司的各项决 策出谋划策。第四、完善新产品开发流程。运用并行的产品开发过程，沟通和 反馈工作不可忽视，切实把控工作进程，及时修正研发方案的不恰当之处。运 用门径管理思想设置项目决策点，不断完善项目方案。引入PACE 方法，控制 德昌公司新产品开发全程，注意市场调研的范围和过程，设置委员会负责专门 的决策工作，最大程度预估和控制开发进度，有序的管理和明确的标准，制定 科学的营销计划。德昌公司的产品开发策略、流程进行优化：由“低成本”策 略更改成“低成本＋部分市场”的策略；由职能式的组织结构更改成偏职能型 的组织结构；于开发流程当中纳入门径管理、并行开发以及PACE 等相关理念， 在分析不同理念长处的基础上，优化德昌公司的整体流程。 通过本文的研究，希望提出一些有益的成果，供水泵开发等电机同行企业 参考，同时对提升德昌公司的新产品开发提供一些借鉴，在实际应用中促进企 业经营效益的提升，实现德昌公司的长期可持续发展。
英文摘要：	Abstract At present, the production and supply of washing machine pumps and other components in China are mainly concentrated in several large-scale washing machine manufacturers' supporting enterprises, electrical machinery enterprises, foreign-funded enterprises and some small enterprises in southern China. Whether from the domestic market or the international market, there is a trend of supply and demand. From the macroeconomic environment, it provides an opportunity for the development of washing machine accessories enterprises; from the macroeconomic policy environment, washing machine and accessories industry has a lot of room for improvement to meet and meet the needs of higher standards. From the perspective of industry competition, Whirlpool, a key customer of Johnson electric company, has also shifted its focus to the washing machine industry. Johnson electric company is a large multinational enterprise, mainly engaged in the development and application of motor and drive subsystems. After 59 years of development, it has achieved certain advantages in the application of automotive products and industrial products, and formed a sound development, production, sales, management system. At present, Johnson electric company has certain technological advantages, facilities and equipment advantages in the development of new products, and has certain commitments in product development strategy and quality assurance. With the change of technological means, customer demand and market competition environment, new product development and other innovative means become the core competitive elements of company development, and also become the key to keep sustainable competitive advantage of Johnson electric company. Johnson electric company needs to maintain its own advantages of differentiation and customization, so as to provide timely and innovative products for customers. In Johnson electric company, the author is mainly responsible for the development of household technology for industrial applications. At present, the key problem is to break through the pump technology of washing machine. Based on this, this paper takes washing machine pump products as a breakthrough, combines with their own years of work experience, starting from the development status of Johnson electric company and new product management environment, to explore the new product development strategy of Johnson electric company pump, in order to change the existing shortcomings in the development of new products. In this paper, literature research, case studies, according to the ideas from theory to practice, Johnson electric company's new pump product development strategy research, mainly divided into five chapters. The first chapter is introduction. This paper summarizes the research background and significance of this paper, reviews the related concepts, strategies and influencing factors of new product development at home and abroad, and finally summarizes the research content and technical route. The second chapter is the overview and theoretical basis of new product development. This paper summarizes the research methods and ideas, the concept of new product development strategy and process, and the main research results, as the theoretical basis for discussing Johnson electric company's new product development strategy.. The third chapter, Johnson electric company's business environment and new product development status. The development status and product development status of Johnson electric company are analyzed, and the macro environment, industry environment and competitive environment of Johnson electric company are excavated. The necessity of new product development of washing machine and water pump of Johnson electric company is judged, and the breakthrough point of key development and innovation is pointed out. The fourth chapter, Johnson electric company's new product development problems and strategy optimization. The problems encountered by the project team of Johnson electric company in developing new products of washing machine and water pump are analyzed concretely, and the optimization strategy improvement is put forward accordingly. The fifth chapter, conclusion and prospect. It summarizes the research results on the new product development strategy of Johnson electric company's pumps, and points out the deficiencies in the process, and makes a good prospect for future research. In depth analysis of the specific situation and problems of Dechang company. Dechang Company has the advantages of cluster, government support, perfect matching and enterprise flexibility. It has the disadvantages of insufficient attention to technology input, lack of technology, ineffective market research and one-sided understanding of marketing. It has the opportunities brought by industrial adjustment, the economic situation impels enterprise transformation, and intra-industry competition to promote progress. Opportunities such as step by step, and intensified competition in the industry, and shorter product cycles. At present, the strategy adopted by Dechang company is cost and market strategy, that is, low cost and partial market. In addition, we should pay attention to the combination of different sub strategies in the process of product development. Dechang Company's new product development mainly faces three problems: First, the concept of new product development needs to be improved. First, there is a lack of market research. Due to the lack of in-depth understanding of the market and the lack of timely and effective access to information, it is difficult for current products to obtain opportunities at the outset. Secondly, technology lacks attention. At the subjective level, technology input is insufficient. Finally, the marketing concept is backward. The current development of enterprises is that marketing only stays on the external promotion of products. For the whole production process of products, there is not a fully understanding, and the responsibility of an enterprise is not clearly achieved. Second, the structure of the new product development organization needs to be optimized. Firstly, Dechang Company is a private enterprise. There are still some loopholes in its management. It has not established a qualified and standardized management system and system framework, and there are some bureaucratic atmosphere, which seriously affects the efficiency of new product development and the quality of development. Secondly, as far as product R&D is concerned, the functional organizational structure is still unable to achieve the rational allocation and mobilization among departments, and the enthusiasm is not high. Due to insufficient R&D capability in the production process, private enterprises play too much role in the production process. Finally, Dechang company is basically in line with most of the private enterprises. It pays more attention to capital than technology. Third, the new product development process needs to be improved. First of all, information communication is not smooth, each process is independent of each other and there is no basic communication and information transmission. Secondly, lack of market research and follow-up reports, imperfect research methods, imperfect key indicators, the strength of market research will be greatly affected. Thirdly, there is no scientific plan. In the process of product research and development, Despite the demonstration, every demonstration lacks certain scientific basis and argumentation basis, totally depends on the subjective wishes of decision makers, and lacks objectivity. Then, there is a lack of great purpose and planning. Most of the products are waiting for the time to be ripe to start marketing, which leads to the lack of time and planning for product development, passive market entry and unreasonable time. Thirdly, the implementation standard is not clear and the target is not clear. Finally, the management means are not perfect. In the process of new product reengineering, the specific implementation time has not been clearly pointed out.Dechang Company's new product development strategy: First, in the process of new product development, choose a variety of strategies to promote. Several key points should be grasped in the strategy selection of new product development of Dechang Company: firm foundation; further adjustment of business development structure; random response according to market; timely update of product positioning; optimization of management structure; timely combination of government preferences. Second, improve the concept of new product development.In the conceptual development and product planning stage, market research is the beginning of conceptual development and product planning, and further highlights the basis of product personalized development strategy. Do a good user visit. In order to clarify the actual needs of users and extract the most valuable differences, project team marketers conducted feedback interviews with users. In the stage of product concept formation, the project team reconstructs a product development concept based on Market Research Report and on-site interview records. In the project stage of pump X project, water pump X project is the main object to set up management and control decisions. In the design and development stage, based on the overall positioning and requirements of the new product pump X project, members actively play their strengths and jointly design the shape and internal structure of the product. Third, optimize the organizational structure of new product development. Set up a special project team. In each functional department, one person is selected to join the project team. Professionals in marketing, procurement, product quality management, production and product planning at home and abroad need to be equipped. Form a decision Committee. It is composed of general manager, ministers of production department and finance department, and two designers are selected from product planning department, and a technician is selected from product department to make suggestions for the company's decision-making. Fourth,improve the new product development process. Using concurrent product development process, communication and feedback can not be ignored. We should effectively control the work process and timely correct the inappropriateness of R&D programs. Use the idea of gate management to set up the project decision points, and constantly improve the project plan. Introduce PACE method, control the whole process of new product development in Dechang Company, pay attention to the scope and process of market research, set up a committee responsible for special decision-making, predict and control the development progress to the greatest extent, manage orderly and clear standards, and formulate a scientific marketing plan. Dechang Company's product development strategy and process optimization: from"low cost" strategy to "low cost + partial market" strategy; from functional organizational structure to partial functional organizational structure; from the development process into the door management, concurrent development and PACE and other related concepts, analysis of different principles Based on the strong points, optimize the overall process of Dechang company. Through this study, I hope to put forward some useful results, water supply pump development and other motor peer enterprises for reference, at the same time to enhance the development of new products of Johnson electric company to provide some reference, in practical application to promote the improvement of business efficiency, to achieve the long-term sustainable development of Johnson electric company.
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