【作者】 杨帆；

【导师】 王尔大；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 E公司是一家涉足有机农产品种子研发、种植、加工、销售和贸易等业务的企业,拥有完整的原料供应产业链,是中国有机农产品产业的领先者。一直以来,公司的客户主要来自于美国、加拿大、欧洲和日本等发达国家和地区。然而,在遭受中美贸易摩擦干扰,特别是2020年以来新冠疫情爆发的双重影响下,E公司的贸易业务遭受重创,国际订单锐减,市场规模萎缩,企业发展面临挑战等等。为了应对这一不利局面,E公司急需探究新的产品开发战略。本文结合新产品开发理论,通过文献研究、统计调查、案例分析等研究方法,结合运用相关战略分析工具,试图为E公司制定出新的产品开发战略。研究过程包括以下几方面:首先,通过PEST模型和波特五力模型对企业面临的外部环境进行分析,从中明确E公司面临的主要机遇与挑战;第二,通过企业内部资源分析和企业能力分析识别企业优势和劣势;第三,通过EFE矩阵和IFE矩阵、SWOT以及QSPM矩阵分析,锚定E公司采用新产品开发战略的具体内涵。最后,本文提出了新产品开发战略的实施方案和保障措施。具体而言,选择新产品开发战略核心就是E公司应迅速开辟植物肉类素食产品生产和销售市场,加大对这类产品的研发投资力度,提高产品质量和技术内涵,拓展市场渠道,抢占国内市场先机。在稳住国外植物肉需求客户的同时,E公司应着力开拓国内植物肉类素食产品市场,力争用2-3年的时间成为国内植物肉素食品生产加工和销售的领军企业,引领行业未来,实现企业健康和可持续发展。研究E公司在中美贸易冲突和新冠疫情背景下的新产品开发策略,是中小农产品贸易企业在复杂的宏观环境中进行战略调整和创新的实践。本研究将为E公司制定科学的植物肉开发战略,同时对同样面临外部压力和挑战的相关企业具有实践参考意义。更多还原

【Abstract】 E Company is a business organization that engages in the research and development of organic agricultural products including planting,processing,sales,seeds and international product trades.The company owns a complete raw material production and supply chain and is a leader in China’s organic agricultural product industry.The company’s customers mainly involve with developed countries such as the United States,Canada,Europe,and Japan.As a result of the dual impact of Sino-US trade frictions and the outbreak of COVID-19 in post-2020,the company E’s trade business has been facing some serious unprecedented challenges,including the reduction of international orders,losing trade customers,contracted market sizes,etc.Thus,E company needs a new product development strategy.This study combines the theories of industrial upgrading and new product development.The concrete steps in this study involves with literature review,statistical survey,and case analysis.In the process,a series of strategic analysis tools were applied for conducting in-depth analysis on E Company’s new product development strategy.Firstly,this study carried out an external environment analysis of E Company using the PEST model and Porter’s Five Forces model so as to clarify the opportunities and challenges faced by the Company;Secondly,it conducted analysis of the internal environment of Company E by means of internal resource analysis and enterprise capability analysis.Through those analyses,the firm’s strengths weaknesses were identified.In addition,EFE matrix,IFE matrix,SWOT matrix,and QSPM matrix were also applied in order to identify those concrete connotations of the new product development strategy.Finally,the strategic implementation plan and safeguard measures were formulated.Specifically,the strategy of the new product development for E-company is of quickly shifting the firm’s energy and resources towards production and development of vegetarian products which are centered in plant-based meat and eggs.While further stabilizing the demands by foreign plant-based meat customers,the efforts should be prioritized to explore the domestic plant-based meat market,seizing the market opportunities and turning E Company into a leading business in the vegetarian products market in China in 2-3 years.The firm’s business covers plant meat product producing,processing,and marketing in domestic market with the goal of leading the future.The proposed plant-based meat development strategy for Company E certainly has pragmatic significance not only for the focal firm itself but also to other related companies which are facing similar challenges coming form new product development.更多还原