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论文编号：	4906
作者编号：	2120092678
上传时间：	2012/12/17 17:41:14
中文题目：	沈阳中钞信达金融设备有限公司金融机具产品增值策略研究
英文题目：	Shenyang CBPM-Xinda financial equipment Co. Ltd Financial equipment products and value-added strategy research
指导老师：	张金成
中文关键字：	中钞信达公司;金融机具;产品增值策略
英文关键字：	Zhongchao Xinda financial machinery; product strategy; value added
中文摘要：	我国的金融机具产品从上个世纪五十年代产生以来，经历了机械式、自动化和智能化这三个发展阶段，其中的智能化阶段是金融机具行业发展以来最重要的过程。上个世纪九十年代末开始，国内很多企业陆续进入金融机具制造行业并开始自主研发高鉴别度点钞机、全自动捆钞机、现金清分机和智能票据鉴别仪等拥有高科技含量的金融机具，这些金融机具产品的出现代表着我国的金融机具行业进入了飞速发展的阶段。进入二十一世纪后，我国的金融机具行业发展势头更加迅猛，2007 年生产规模比上一年度增长了近百分之三十，产值近600亿元。2008 年，由于受到金融危机影响，各大银行及各地的商业银行纷纷控制成本、降低支出，加强了对点钞机、纸币清分机等产品的购买管理，但此类产品整体市场销售仍超过 600 亿元。2009年至今，金融机具行业进入高速发展时期，随着2011新点钞机国家标准GB16999-2010《人民币鉴别仪通用技术条件》的出台，我国的金融机具产业进入了一个新发展里程碑。在这一背景下，金融机具市场竞争日益激烈，众多金融机具生产企业抓住发展良机，纷纷从传统型制造企业向综合性企业转型。本论文正是在这样的历史背景下，通过对沈阳中钞信达金融设备有限公司产品现状的研究，寻找出中钞信达公司发展中存在的问题和面临的挑战，提出了中钞信达公司产品增值的发展策略，为中钞信达公司今后的发展提供一些参考建议。本论文基于中钞信达公司产品增值发展的现状与特点，依据公司运营理论中，理论阐述与实证研究相结合的方法，运用迈克尔?波特提出的的竞争力模型，分析了中钞信达公司所面临的整体市场环境，并且分析中钞信达公司的资源和能力两方面的特点，接下来再使用SWOT分析工具，寻找到中钞信达公司产品的优势、劣势、机会和威胁，通过这两种分析工具的使用发掘出中钞信达公司产品目前所存在的问题，并依据分析结论，制定了适合中钞信达公司产品增值的发展思路，对中钞信达公司现有产品、研发目标和品牌策略提出建议，并对产品增值策略的实施保障提出了合理化建议。
英文摘要：	Chinese financial machinery industry since the 50's of the last century has produced, experienced a " mechanical " product, " automation " and " intelligent" product three stages of development, in which the intelligent level is our country financial machinery development process. Nineteen ninties, Chinese enterprises have entered the industry and independent development of automatic banknote bundling, automatic discrimination and automatic sorting processing intelligent financial equipment, intelligent finance represents the emergence of China's financial machinery industry has entered a rapid development stage. Chinese financial machinery industry is developing rapidly, the market size in 2007 than in 2006 increased 29%, to 58200000000 yuan. In 2008, the impact of the global financial crisis, our country commercial bank to strengthen the financial machinery products procurement budget control, but our country financial machinery market size still amounted to 66300000000 yuan, so our financial machines rigid market demand is large. Since 2009, our country financial machinery industry has entered the stage of rapid development, in 2011 May, Dianchao Ji new national standards promulgated, marking the financial machinery industry and development of a milepost. Under this background, the financial machinery market competition is becoming increasingly fierce, many financial machinery production enterprises to seize the opportunity, in succession from the traditional manufacturing enterprises to the comprehensive transformation of enterprises. The article is in this background, through the research of Shenyang Zhongchao Xinda financial equipment limited company products the status quo, problems in development and challenge, put forward Zhongchao Xinda company value-added products development strategy, for Zhongchao Xinda company product development to provide some reference suggestions. This paper based on the Zhongchao Xinda value-added products development present situation and the characteristic, according to the company operation theory, the theory and empirical research methods, combining the qualitative analysis and quantitative analysis, using Michael Potter's model of competitiveness, to Zhongchao Xinda value-added products market environment are analyzed; Zhongchao Xinda owned by resources and ability two respects, undertake enterprise interior analysis; by using the SWOT analysis tool, noted Zhongchao Xinda product strengths, weaknesses, opportunities and threats. Combined with the current Zhongchao Xinda product problems, on the basis of the above analysis, make Zhongchao Xinda value-added products development train of thought, for the existing products, the new product and brand strategy are proposed, and the value-added products to implement the strategy of security recommendations.
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