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论文编号：	6951
作者编号：	2120122925
上传时间：	2014/12/8 21:01:05
中文题目：	基于奥的斯中国区绿色产品战略的项目组合管理研究
英文题目：	Project Portfolio Study On Green Product Strategy Of OTIS China
指导老师：	焦媛媛
中文关键字：	奥的斯电梯； 绿色电梯； 公司战略； 项目组合
英文关键字：	Otis Elevator; Green elevator; Enterprise strategy; Project portfolio;
中文摘要：	随着我国经济的快速发展，及国家政策激励,近年来城镇化趋势愈演愈烈，人口密度增加导致高层建筑激增，电梯行业也迎来了前所未有的迅速发展时期，同样，这一增长形势也带来了电梯行业的激烈竞争，目前国际上的各大电梯公司都已经在中国建立研发中心、工厂及维修保养公司，并且国内的电梯相关行业也如雨后春笋蓬勃发展，利用地缘优势抢夺细分市场。奥的斯电梯公司有160年的历史，是前球最大的电梯公司，在中国已经运营了30年，如今面临前所未有的竞争压力，如何在激烈的市场竞争中确定自己的发展战略，维护和发展自己的市场地位，成为奥的斯电梯中国区刻不容缓的议题。本论文以奥的斯电梯中国区为研究对象，以其在中国市场激烈的竞争环境下，为保证市场的优势地位而进行的战略转变及战略实施的实例进行分析。首先介绍了企业战略制定和项目组合管理的相关概念及理论，为案例的分析提供了理论依据。而后，通过PEST进行宏观的市场分析，发现市场的发展机会，再通过波特的五力模型对电梯行业进行分析，找出竞争优势和潜在威胁等，最后结合自身情况进行SWOT分析，确定奥的斯电梯在中国区获取竞争优势的企业战略，即产品差异化，服务差异化及MOD标准化改造。文章的另一个重点是在战略目标制定后，如何对多个战略项目进行项目组合的协调管理。在奥的斯的三大战略方向所形成的项目组合中，通过项目组合的优化选择，确定以Gen2绿色产品战略为先锋的主打战略，并以此为主线，介绍在此产品项目组合中进行的项目管理方法及奥的斯的特别之处，如项目指导委员会，并且随着环境，资源的变化，项目组合管理也随之发生变化，战略资源重心发生变化，突显项目组合管理的特点。此论文通过对奥的斯中国区战略制定及战略执行过程中的项目组合管理的研究，为当今制造企业提供借鉴，如何在市场竞争中及时准确的制定企业战略并如何利用有限的资源通过项目组合管理的方式达到预期的战略目标。
英文摘要：	With the rapid development of China economy, and national policy incentives, urbanization trend has intensified in recent years, leading to a surge in population density increase of high buildings, as a result, the elevator grow very fast with fierce competition. Now, the major international elevator companies in China have established research center, development centers, factories and maintenance centers, and as well the domestic related industries also grow fast to snatch market segments. Otis Elevator with 160 years of history, is the largest elevator company in the world, and has been 30 years operation in China. Now, OTIS is facing to the biggest competition pressure in China, how to determine their own development strategies in China to keep the market advantage is the key work to without any hesitation. This thesis takes the Otis Elevator China as the research object, to study on how to figure out the company strategy and put it into implementation. Firstly, it introduces concepts and theory of enterprise strategy and project portfolio management . Then, analyze the overall market environment through the PEST model to find market opportunity, and then through Potter's five forces model analysis on elevator industry, find out the competitive advantages and potential threats, finally, combined with own conditions analysis with SWOT tool, determine OTIS elevator new strategy in China market including product differentiation, service differentiation and the standardization of MOD. Another focus of the thesis is how to carry out the project portfolio management for those multiple strategic projects. Among the projects formed through three strategies of Otis, Gen2 green product strategy is determined as pilot project, through which share the project management methodology in OTIS. With the study on OTIS case, the thesis provides the reference to all China manufacturing enterprises on how to determine business strategy and how to use the limited resources to achieve strategic goals by project portfolio management mode.
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