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论文编号：	4881
作者编号：	2120102637
上传时间：	2012/12/14 16:51:58
中文题目：	BJC公司新产品开发战略制定与实施
英文题目：	New Product Development Strategy Formulation and Implementation for BJC Company
指导老师：	焦媛媛
中文关键字：	新产品开发，战略制定，战略实施
英文关键字：	new product development, strategy formulation, strategy implementation
中文摘要：	随着近年来汽车产业的飞速发展，市场竞争日益激烈，汽车企业需要通过产品更新换代的速度来赢得宝贵的市场份额，而整车的产品的更新的基础是其零部件的改进和创新，由此，也就对零部件企业提出了新产品开发的要求。如何在瞬息万变的市场环境中把控新产品开发的方向、如何进行新产品开发的准备工作，以确保开发的最终的开发结果能够提升企业的竞争力，给企业带来客观的绩效，成为了摆在各汽车零部件企业面前的重要课题。如今，新产品开发理念已经从先开发再销售的产品导向，转变价值导向，即依据企业能力与市场需求等多方面的综合考量，来制定新产品开发行动计划，进而进行新产品开发，以提升新产品开发的成功几率。 BJC公司作为一个汽车座椅行业的全球公司，如何准确的洞察市场情况、分析自身利弊，找到适合中国市场需求的新产品项目，进行创新开发，从而提高市场份额是BJC公司面临的一个大挑战。本文以BJC公司新产品开发战略的制定与实施为研究对象，从以下几方面进行探讨。首先，回顾了新产品开发和战略管理的相关理论，如新产品开发内涵及价值，新产品开发战略管理，战略管理的过程及主要分析工具，为后续研究BJC公司新产品开发战略的制定和实施提供了指导思想和理论依据。其次，整合内、外部环境因素对BJC公司新产品开发的影响，并根据企业自身的优、劣势分析，综合评估后，制定适应外部环境状况、且适合BJC自身开发条件的新产品开发战略。然后，根据BJC公司已经确定的新产品开发战略，及对市场状况的细度分析，找出适宜的目标开发产品，并通过多角度的评审，确保最终有较高收益、风险适中的新产品进行开发。最后，根据公司现状，对新产品开发的组织结构、开发流程进行优化和改造、以便BJC公司制定的新产品开发战略得以有效的实施。通过对BJC公司新产品开发战略制定和实施过程的分析研究，可以理解为新产品开发管理在汽车零部件行业的特定应用形式。论文亦可作为建立适合中国汽车零部件行业特点的新产品开发体系的参照。
英文摘要：	In recent years along with the rapid development of automobile industry, the market competition is becoming increasingly fierce, automobile enterprises need to go through the product renewal speed to win a valuable market share, and the whole product updates is the basis of its parts improvement and innovation, thus, also on parts enterprises put forward the requirements of new product development. How to control the change of market environment and make a new product development direction, how to carry on the new product development of the preparatory work, to ensure the development of the final development results can enhance the competitiveness of enterprises, brought to the enterprise objective performance, has become the place of the auto parts enterprises before the important subject. Nowadays, the development of new products from development to sales concept of product oriented, change the value orientation, namely according to the enterprise ability and the market demand and other aspects of the overall consideration, to develop new product development plan of action, and the development of new products, in order to enhance new product development success probability. BJC company as a seat of the automobile industry Global Corporation, how accurate insight into the market, analysis of its advantages and disadvantages, to find suitable for China's market demand for new products, innovation and development, so as to improve the market share is the BJC company is facing a big challenge. This paper takes BJC company new product development strategy formulation and implementation as the research object, undertake discussing from the following respect. Firstly, a review of new product development and strategic management theory, such as new product development connotation and value of the new product development, strategic management, strategic management process and main analysis tool, for the follow up study of BJC company new product development strategy formulation and implementation provides guidance and theoretical foundation. Secondly, integrate internal, external environment factors on the impact of BJC's new product development, and in accordance with their own advantages, disadvantages, after comprehensive assessment, developed to adapt to the external environment condition, and is suitable for BJC to develop their own conditions of new product development. Then, according to the BJC company has ascertained the strategy for the development of new products, and the market size analysis, find the suitable target for the development of products, and through the multi-angle evaluation, ensure that the final had higher income, moderate risk of new product development. Finally, according to the current situation of company of new product development, organizational structure, the development process of optimization and improvement, so that BJC companies to develop new product development strategy can be implemented effectively. Through to the BJC Corporation new product development strategy and analysis of the implementation process , can be understood as a new product development management in the auto parts industry specific application form. Paper can be used as a set for Chinese auto parts industry characteristics of the new product development system reference.
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