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论文编号：	15721
作者编号：	2320233760
上传时间：	2025/12/9 16:06:40
中文题目：	消费电子产品产销协同的组织架构设计研究——以小米生态链GTM岗位为例
英文题目：	Research on the Organizational Structure Design for the Synergy of Production and Sales in Consumer Electronics: A Case Study of the GTM Position in Xiaomi''s Ecosystem Chain
指导老师：	杨斌
中文关键字：	消费电子，产销协同，GTM岗位，组织架构设计
英文关键字：	Consumer Electronics;Production-Marketing Coordination;GTM Manager;Organizational Structure Design
中文摘要：	在全球消费电子行业竞争日趋白热化、产品生命周期不断缩短、消费者需求日益多元化的宏观背景下，传统以职能壁垒为特征的“烟囱式”组织架构与串行产品开发流程已难以应对市场的快速变化，企业亟需一种能够高效整合内外部资源、确保产品精准触达市场并实现商业成功的创新管理模式。GTM（Go-To-Market，简称为GTM）模式作为一种贯穿产品概念、研发、生产、营销、销售及生命周期管理全流程的协同体系，在消费电子行业中大放光彩。本研究旨在深入探讨GTM岗位的理论基础、组织架构设计关键，以期为相关企业管理模式创新提供借鉴。 本研究首先系统梳理了消费电子行业的特征，包括技术迭代快、产业链条长、市场竞争激烈以及生态化发展趋势，论证了在该行业产销协同的必要性与紧迫性。本文回顾了GTM岗位从早期单纯的营销策略演变为贯穿产品全生命周期的系统性管理方法的发展历程，明确了其作为战略协同框架的现代内涵。 在理论层面，本文主要引用组织设计、跨部门协同、组织生态学理论，尝试提出一套GTM岗位组织设计思路。其一，明确GTM经理作为产品CEO的核心角色定位，赋予其领导责任与跨部门指挥权；其二，设计以GTM岗位为枢纽的矩阵型组织架构，阐述其与产品研发、市场营销、供应链、销售及售后等关键职能部门的协同机制与权责边界；其三，提出保障GTM有效运行的关键配套机制，包括基于共同目标的绩效考核体系、标准化流程。 在实证研究方面，本文选取小米公司及其生态链体系作为典型案例进行深入分析。小米通过其独特的“生态链+投资”模式，孵化了大量智能硬件产品，其成功在很大程度上依赖于一套高效、可复制的GTM体系。研究了从用户洞察、产品定义、联合研发、供应链整合、营销造势到全渠道销售的生命周期全过程，展示了GTM岗位及其团队如何作为核心枢纽，最终确保产品在激烈竞争中精准上市并取得商业成功。
英文摘要：	Under the macro background of increasingly fierce competition in the global consumer electronics industry, shortened product life cycles, and increasingly diverse consumer demands, the traditional "silo" organizational structure characterized by functional barriers and the serial product development process have become inadequate to cope with the rapid changes in the market. Enterprises urgently need an innovative management model that can efficiently integrate internal and external resources, ensure that products accurately reach the market, and achieve commercial success. The GTM (Go-To-Market, abbreviated as GTM) model, as a collaborative system that runs through the entire product life cycle from concept to research and development, production, marketing, sales, and life cycle management, has shone brightly in the consumer electronics industry. This study aims to deeply explore the theoretical basis and key aspects of organizational design for GTM positions, with the expectation of providing references for the innovation of management models in related enterprises. This study first systematically reviews the characteristics of the consumer electronics industry, including rapid technological iteration, long industrial chains, fierce market competition, and the trend of ecological development, and argues for the necessity and urgency of production and sales collaboration in this industry. This paper reviews the development process of GTM positions from the early simple marketing strategies to the systematic management approach that runs through the entire product life cycle, and clarifies its modern connotation as a strategic coordination framework. Theoretically, this paper mainly draws on organizational design, cross-departmental collaboration, and organizational ecology theories. This paper constructs a systematic organizational design approach for GTM positions: first, it clearly defines the core role of the GTM manager as the product CEO, endowing them with leadership responsibilities and cross-departmental command authority; second, it designs a matrix organizational structure with the GTM position as the hub, elaborating on the coordination mechanisms and responsibility boundaries with key functional departments such as product research and development, marketing, supply chain, sales, and after-sales; third, it proposes key supporting mechanisms to ensure the effective operation of GTM, including a performance evaluation system based on common goals and standardized processes. In terms of empirical research, this paper selects Xiaomi Corporation and its ecosystem as a typical case for in-depth analysis. Xiaomi has incubated a large number of smart hardware products through its unique "ecosystem + investment" model, and its success largely depends on an efficient and replicable GTM system. The study examines the entire life cycle process from user insight, product definition, joint research and development, supply chain integration, marketing promotion to full-channel sales, demonstrating how the GTM position and its team act as the core hub to ensure the accurate market launch and commercial success of products in the fierce competition.
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