【作者】 韩璐；

【导师】 沈颂东；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 一汽轿车奔腾产品研发战略研究,旨在解决奔腾品牌产品研发存在的几个问题。首先,造型方面,风格保守,时代感和原创性欠缺;开发周期长,整车上市时造型已过时;自主造型能力欠缺。第二,工程方面,产品性能和市场定位存在偏差。第三,产品开发过程管控方面,研发周期较竞争对手长,品质管理上设计质量存在欠缺,成本上缺少正向的从成本带动设计的研发流程。通过应用PEST分析法研究外部环境,运用五力模型分析行业环境,以及通过企业内部资源和研发能力进行内部环境分析,我们发现问题的症结所在。第一,造型方面,国内外造型资源缺乏,一汽轿车产品研发造型团队人员短缺。第二,工程研发方面,用户需求不能准确地转换成性能指标,主观评价和客观评价标准不完善。第三,产品开发过程管控,进度上,研发计划不完善,执行不受控制,管理效率低。质量上,缺少评审标准用来把控设计文件的水准,传统的人工质量管理方式低效率。成本上,前期设计缺乏成本目标约束,后期被动降成本。最后通过SWOT分析,我们明确一汽轿车奔腾品牌研发的优势、劣势、机遇和挑战,结合企业研发战略应遵从的多元素相结合的原则,提出一汽轿车奔腾品牌产品研发战略:以提升奔腾品牌产品力和驱动成本力为目标,缩短研发周期,提升研发质量,降低研发成本的扭转型战略。在战略实施环节上,围绕着几个方面:首先,造型方面,设定造型研究目标。造型开发模式顺应时代潮流,自主为主,开发合作;建立前瞻造型能力,加强对造型趋势和品牌基因的研究;建立奔腾品牌设计语言,使奔腾家族车型拥有统一的基因;造型开发周期压缩到10个月。第二,性能方面,设定性能研究目标,建立整车性能开发前期性能管理体系,保证整车性能开发质量,对整车性能工程目标逐级分解,最下级指标必须能够客观测量或主观评价,依靠目标的逐级实现最终达成整车性能工程目标,完成整车开发任务。第三,产品开发过程管控方面,进度管理上,设定进度目标,形成涵盖整车及系统级的计划模板,并明确管理职责和管控流程,完成管理系统创建,研发周期由24个月压缩到14个月。品质管理上,建立产品开发里程碑控制点,实现质量管理IT化。成本管理上,设定成本目标,成本是设计出来的,成本控制重心前移,建立新型研发成本管控体系。同时,为提升产品力和成本驱动力,建立起奔腾研发战略实施的保障措施。第一,资源保障,造型上持续增加人力补充和概念车设计费用。第二,风险控制保障,潜在风险控制,聘请造型总监并改善造型决策流程;通过优化管理范围,界定整车、系统、关键零部件,突出重点;加强结果审核,采用科室自查、科室互查、产品管理员审核结合的方式,解决品质管理工作量大,耗时长,不易保证进度和质量的问题。第三,目标KPI考核制度保障,建立关键领域KPI考核指标。本文的研究方法和战略制定过程及相应措施,对汽车及相关产品研发具有借鉴意义。更多还原

【Abstract】 Study on the research and development strategic of the Besturn product in FAW Car Company,Limited,in order to settle some issues on the research and development of the Besturn Product.Firstly,it`s old-fashioned style and lacking of the times feeling and originality;the period of the research and development is for a long time,so when the product appear on the market is out of style;lacking of the ability of keep the initiative in own hands on the modeling.Secondly,it has deviation between the product performance and the market position on the engineering.Thirdly,on the process control of the product research and development aspect,the period of research is longer than the competitor.The quality of designing is shortcoming on the quality control.On the cost,lacking of the process about the design depends on the cost forward.We discover crucial reasons through the PEST analysis on the outside surroundings and Five Forces Model to industry surrounding.Firstly,on the modeling aspect,it`s lack of the resource inland and foreign area.The group of research and development of the Besturn Product is lack of the modeling engineer.Secondly,on the engineering,the needs of consumer can`t transform to the product performance accurately.At the same time,the standard of the subjective and the objective evaluation have the blemish.Thirdly,on the process control of the product research and development aspect,the plan is not impeccable and the work is out of control,the management efficiency is slowly in rate of progress.The quality of the design documents lack the judgment standard and the manual management efficiency is backward.On the cost aspect,it`s lack of the limit about the cost goal when the earlier stage design,and lessen the cost passivity when the later stage.Finally,through the PEST analysis,we clear out the strength,weakness,opportunity and threat of the research and development strategic of the Besturn product in FAW Car Company,at the same time,we combine the research and development strategic with the various element principle.We put forward the research and development strategic of the Besturn product in FAW Car Company,Limited is: transform strategic to raising the power of the Besturn product and cost driven,though lessening the period of research and development,raising the quality of research and development,and reducing the cost of research and development.The Research and Development Strategic of the Besturn Product put into effect on some aspect: firstly,on the modeling aspect,it set the goal of modeling research.The pattern of modeling research and development is fit with the trend,main of the keep the initiative in our own hands and assist with cooperation.It establish the ability of pulling ahead in modeling and strengthen the research on the modeling trend and brand gene.It establish the brand design language and uniform gene of Besturn Product,and the period of modeling lessen to 10 months.Secondly,on the engineering aspect,it t set the goal of performance research and establish the former performance management system of vehicle to ensure the development quality.At the same time,it resolves the vehicle goal as level and the basic level goal must need subjective and the objective evaluation.It depends on the level to level resolving the goal and coming true the vehicle goal.Thirdly,on the process control,it need to establish the process goal and form the plan template containing the vehicle and system level.It need to clear out the management duty and control process and reach the establishment of management system.The period of research and development lessen from 24 months to 14 months.On the quality management,it establish the milestone control point of product research and development and come true the IT control of the quality management.On the cost management,it establish the cost goal,because of the cost can be designed and move forward the cost core to form the new cost control system of cost of research and development.At the same time,it establish the guaranteeing measures of the research and development strategic of the Besturn product to raise the power of product and cost driven.For the first,the resource guaranteeing is to add the human supplement lastly and the design cost of concept vehicle.Afterwards,the risk control guaranteeing is for potential danger by employing the modeling chief inspector and improve the process of modeling decision.In order to solve the large amount of work and time cost and difficulty control of process and quality,it take to optimize the management boundary through defining the vehicle,system,parts to protrude key point.It strengthens the result checking through checking by self and checking by each other in administrative or technical offices,and through checking by product management engineer.At last,it establish the aim KPI of key area in order to the regulation guaranteeing of aim KPI examine.The research methods and the process of making strategic and relative guaranteeing solution can be used for reference to automobile and involved product of research and development.更多还原