T公司中小型中央空调产品发展研究-工商管理专业论文.docxVIP

上海交通大学 MB 上海交通大学 MBA 学位论文 T 公司中小型中央空调产品发展研究 - - IV - THE RESEARCH OF T COMPANY MEDIUM AND SMALL RANGE CENTRAL AIR CONDITIONING PRODUCTS DEVELOPMENT ABSTRACT T company is a representative enterprise in the medium and small range central air conditioning industry. In the recent years, its position in the market begins to fall and sales revenue declines year by year. The purpose of this thesis is to explore the future development strategy of T company and expect to help it out of the current predicament This thesis adopts the method of linking theory with practice. On the one hand, the pertinent regulations, industrial reports, key competitors’ information and internal materials data of T company are collected, and on the other hand, a large number of references are consulted. Then the related theories of competitive strategy and tools are integratedly applied. Based on the medium and small range central air conditioning industry, this thesis firstly analyzes the main macro environment influence factors that include the national policies of energy conservation emission reduction, Montreal protocol and Tokyo protocol etc, and then its market overview, the customer requirements, the current status future of technology and the industrial competitive structure are expounded. In the part of internal environment analysis of T company, its resources of human resource, engineering, finance and production and its processes of quality control, production management and new product development are studied, and main existing problems are listed out, and the key competitors are analyzed. Based on all the above analysis, it is suggested that the development strategies that - - V - should be considered by T company include: The market positioning should focus on the middle high end customers, implement value-based pricing strategy and realize the transition from the equipment provider to the system solution provider. The RD strategy should rationalize the product portfolio and re