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论文编号：	6929
作者编号：	2220130108
上传时间：	2014/12/8 15:12:24
中文题目：	天津柳工推土机业务战略研究
英文题目：	Research on Bulldozer development strategy at Tianjin Liugong
指导老师：	薛有志
中文关键字：	推土机；业务；战略
英文关键字：	bulldozer; product development; Strategy
中文摘要：	摘　要 2012年美国提出 “制造业回归”的口号，可见制造业是一个国家国力腾飞的基石。最近我国的情况是制造业不赚钱，不如用投入制造业的钱去炒钱。笔者认为，不是制造业不赚钱，是从事制造业的的管理者没有规划好怎么赚钱，即没有做好企业，特别是产品的发展战略。 实体制造业的核心是产品，而产品的战略因其涉及面较广最难确定，企业管理者往往会因眼前的片面问题或成绩忽略其他层面的问题与工作。本文以天津柳工推土机产品线为例，通过大量的数据和论述，以市场--企业竞争力—战略—举措为脉络，详细论述了实体制造业产品线发展战略的编制方法和路线。市场研究中，本文通过大量的数据，全面分析研究了市场容量变化，产品类别变化，找出竞争对手，行业标杆，客户类别以及重点区域。又对重点区域和下游行业客户进行深入研究，找出影响客户购买的因素，以及客户的期望。随后，本文用SWOT方法对天津柳工推土机产品线进行深入研究，找出优劣势。并用标杆对比方法对天津柳工产品组合、技术、生产、供应链、质量进行研究。 研究制定天津柳工推土机产品线发展战略。提出天津柳工推土机业务愿景---“成为推土机行业的世界级企业”。制定天津柳工推土机经营目标：2016年实现销售收入【4.3】亿元；2019年【9.9】亿元。本文运用战略屋工具，研究制定了天津柳工推土机产品定位： 以现有产品参与低价国内竞争，获取市场占有率，并逐步淡出；以天津柳工与波兰柳工合作研发产品为重点发展产品，参与核心市场竞争，成为公司稳定盈利、持续发展的基石。最后以财务指标为核心，以盈利为导向，运用战略路径图工具，结合天津柳工的实际情况研究产品适用性、品质提升、营销、生产、供应各模块的战略举措，以及各模块的阶段性目标。对整体战略形成支撑，使战略的执行有措施保障，不会是空中楼阁。 关键词：推土机；业务；战略
英文摘要：	Abstract American proposed “Manufacturing of regression” in 2012; it means manufacturing industry is the footstone for one country. But Chinese manufacturing industry does not make a profit recently. So many entrepreneurs use their money to invest other business. There are many reasons for this trouble. Writer considers that main reason is unreasonable manage and planning. They cannot make a good development strategy for products. The core for one manufacturer is product; it is very difficult to make a strategy for product, because a large number of complex factors should be considered. Sometimes decision-maker cannot make a right strategy. This article, writer will use bulldozer production line at Tianjin Liugong as an example, analyze plentiful data about market-competition-strategy-solution, then we can know the importance for strategy. Through studying a large of data and analyzing changes of market and products, we will find competitor, factors influenced purchasing and customer expectation. Through studying above data, make a reasonable development strategy for bulldozer at Tianjin Liugong. Use SWOT to research products at Tianjin Liugong and find advantage and disadvantage. Use competitive benchmarking method to analyze Tianjin Lugging’s products, technology, production, suppliers’ chain and quality. Tianjin Liugong’s vision---“Become famous world-class enterprise in the field of bulldozer” Sales target: Sales revenue will reach 0.43 billion in 2016; and 0.99 billion in 2019. Product positioning at Tianjin Liugong: Use current products to join domestic market, gain more markets step by step; Use new products which are R&D by Tianjin Liugong and Poland Liugong to take part in competition in high-end market; Achievesustainable development and make more profits. Based on financial target and profit oriented, research adaptation of product, quality enhancement, sales, production, supplier’s chain, human resource and stage target. Keyword: bulldozer; product development; Strategy
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