宏明电子实业总公司电位器厂产品战略转移的研究

【作者】 宋艳；

【导师】 朱敏；

【作者基本信息】 西南财经大学 ， 工商管理， 2000， 硕士

【摘要】 本文是一篇针对一个具体工业企业实际问题的专题型论文。 国有企业特别是国有骨干企业在伴随改革开放的进程中，走过了风风雨雨的艰苦奋斗，改革更新的历程。伴随实事求是解放思想，国营宏明实业总公司经过一轮一轮体制改革，逐渐从完全计划经济体系中的生产供应单位转变成独立面对市场，成为市场经济体系中的独立经营者，内部机制逐渐向市场经济的规范靠近。作者所在的电位器厂是宏明电子实业总公司下属的一个分公司，从事电子元器件（特别是电位器）的专业生产经营。曾经创造过辉煌的业绩，但在激烈的市场竞争环境中，企业也走过了许多坎坷之路，特别是近五年来，由于诸多的内外在因素的影响，企业经营状况不佳，亏损极为严重。若不是总公司从另外的收益给予电位器厂支持，早以是破产企业之列。分析原因，找出问题症结，抓住瞬态万变的市场商机，实现企业的振兴与发展，是一名企业员工，特别是管理层员工必须作出的思考和探索。 市场经济中的企业，产品是根本，市场是战场，效益是目标。企业必须根据市场变化、企业自身条件变化，调整产品适应市场需要，以达到效益目标，这是市场经济条件下企业生存发展的根本灵魂。因此，产品战略确定及其决策对企业管理者而言，是第一需要思考和解决的问题。 作者伴随所在企业走过12年的历程，对企业的过去、现状有较深刻的了解，通过MBA学习，进一步丰富和拓展了对企业经营管理的认识，面对企业的现状，在回顾历史、剖析现状的基础上，结合应用现代企业产品策略的理论，对所在企业——宏明电子实业总公司电位器厂的产品战略转移进行了深入分析，应用波特五种力量模型对现有主导产品——电位器产品的市场竞争力进行了分析评价，其结论是前景暗淡。在对比研究了多元化产品发展战略与专业化产品发展战略对企业内外条件的要求基础上，明确提出了现实条件下宏明电子实业总公司电位器厂，应果断选择专业化产品发展战略，迅速退出日益衰退的电位器产品行业，尤其要避免多次投人、精力分散的局面，迅速进入电动自行车及配件行业，集中资源条件，从产品开发到市场开拓实施规模化投入，迅速占领足够份量的市场份额。这就是孙子兵法中的“杀敌千里，并敌一向”。 对于电动自行车及其配件行业，作者在广泛查阅资料和利用实际工作中己介入其行业的基础上，进行了深入分析研究，并对行业整体发展前景和市场求作出了预测，结合所在企业的原有基础条件，对市场开发、产品定位、成本分析、生产规模与投资总额、盈亏分析、销售渠道的建立、促销方式、公共关系及政府行为等一系列市场营销组合进行了设计，为宏明电于实业总公司电位器厂走出困境，成功地实、现产品战略转移初步提出了一套可行性方案，对工厂有看非常实际的参考价值。更多还原

【Abstract】 State-owned enterprises, especially key state-owned enterpriseshave undergone the Course of much arduous struggle, reform andrenovation in the reforming and opening process. Following the practicaland realistic principle and the policy of emancipating the mind, state-owned HONGMING ELECTRONIC INDUSTRIAL GENERALCORPORATION, by many times of system reforming, gradualy transformfrom a product supplies in planned economic system to an independentbusiness in the market economic system, and its internal mechanismdevelops to wands market step by step.The potentiometer factory is a unit of secondary legal person ofHONGMIN ELECTRONIC INDUSTRIAL GENEML CORPORATION,it engages in production and managing of electronic components (mainlypotentiometers). The enterprise once created a glorious achievement, butin intense market competition, especially during recent five years, due tovaried internal and external factors, the situation of the enterprise is notwell, the loss incurred in this enterprise is very serious, even close tobankruptcy.For any enterprise in market economy, market is battle field, benefitsare objectives. The enterprise must according to market change and itsown conditions, refbrm the product structure to meet the market needs.For this reason, to determine the product strategy and to make a properpolicy are a primary task for managers take into consideration.By analyzing the requirements of diversified products developmentstrategy and specialized products development strategy, this paper authorputs forward a proposal: under present conditions, potentiometers factoryof HONGMING CORPORATION should resolutely select the specializedproducts development strategy, rapidly withdraw from potentiometersbusiness, especially to avoid the situation of the repeated investment andforce dispersion, quickly join the electric bicycle and its spare parts line.Concentrating the resources on a large scale Production, thus can rapidlyoccupying the satisfactory market portion.In respect of electric bicycle and its spare parts, this paper, bywidely consulting the technical literatures, using practical workexperiences in this business, makes a deep analysis and puts forward apradiction about development prospect based on the market needs ofelectric bicycle.Based on this factory’s current competencies, this paper designs aseries of marketing strategies for market development, product position,establishment of distribution channels, ways of promotion as well as PRs.These marketing strategies are the results of thorough study of investment,production scale and profit-loss analysis .These strategies are a feasibleplan for this factory to step out of its current difficult situation.更多还原