【作者】 周兵；

【导师】 张伟； 林国； 吴浩；

【作者基本信息】 清华大学 ， 工业工程， 2011， 硕士

【摘要】 近年来，随着大型石化装置规模的不断扩大和大型合资项目的启动，茂名乙烯既面临着发展的机遇，又面临更严峻的国内外同行的竞争，如何对企业的产品结构和产品策略进行分析和调整，开发出高附加值的新产品已成为茂名乙烯增强核心竞争力、实现长期稳定持续发展的重要问题。本文首先分析化工行业现状、行业前景，结合目前企业的发展机会，运用SWOT方法，分析外部客观环境因素（包括宏观环境、行业发展的风险和机遇）对企业发展的有利和不利因素以及企业内部主观的优劣势因素（包括管理、经营、技术和人力资源等）对企业发展的影响，确定茂名乙烯经营发展的定位是在未来市场竞争中开发新产品，改善产品结构。其次利用企业战略经营业绩评价体系，与国内其他技术先进的同类企业进行财务业绩、发展、控制、技术创新、市场开拓等能力指标的对比，将企业战略变成可具体操作的内容，提出新产品开发战略作为本企业重要发展战略之一，用新产品开发战略来指导产品开发工作，优化组织结构，调整产品架构，生产具有较高附加值的石化产品。然后本文通过分析茂名乙烯新产品开发现状和存在的问题，对乙烯新产品开发流程再造，优化新产品开发流程，提出新产品开发实施的组织保障，指出新产品开发领域内的风险存在和风险管理办法，以及新产品开发过程中质量控制的PDCA循环，确保新产品开发的顺利进行；并以本企业最典型的一大类产品-聚丙烯膜料产品为例，探讨以市场为导向的新产品开发战略实施办法：运用系统工程原理，制定新产品开发的方案程序；运用调查分析法，分析和确定新产品的物性；运用实验对比，确定新产品生产工艺操作参数；运用PDCA循环，进一步改善产品质量，最终得到符合市场需求的产品。更多还原

【Abstract】 In recent years, Maoming Ethylene Company (MEC) is facing greatopportunities for development as well as serious competition from domesticand foreign competitors. The old large-scale petrochemical company arenewly built and expanded, and several other new ethylene projects also startedwith foreign investments. It is vital for the enterprise development to adjusttheir changing paces of product structure and product strategy. Developing thehigh value-added products is the base for the enterprise to increase corecompetence and improve the continuous development.Firstly, this thesis started with analyzing the present situation inchemical industry, combining developing opportunities of enterprise.Comprehensive analysis of the influential factors of both internal and externalenvironment to the product strategy was conducted. Influences from both themacro environment and the risk and chance of the whole industry on theproduct development were focused. The internal advantages and dis-advantages of management, techniques and human resources in the MEC wereanalyzed by SWOT.Secondly, this thesis compared the ability of financial situation,development, control, technological innovation, and market developmentusing the performance evaluation system. New product development strategywas proposed to direct the development of new product, optimize organizationstructure, adjust product structure, and produce high value-added products.Then, through analysis of current situations and existing issues of MEC,business process re-engineering(BPR) and optimization of new productdevelopment process, the thesis proposed organizational support structure andpointed out the potential risks and management of risks in new productdevelopment. Finally the thesis investigated how to carry out new productdevelopment strategy with a major product–polypropylene film. Thedevelopment process included: using principles of system engineering todesign new product development procedure, using surveys to determineattributes of new product, setting new product technical operating parametersby comparison test, and using PDCA management cycling method to improveproduct quality and to get the product with correct properties to market.更多还原