快循环产业产品研发策略研究——以索尼移动为例-工商管理专业论文.docxVIP

摘 要 随着科技日益发展，手机已经由从前单纯的通信工具变成了集合多种功能 为一体的移动智能终端，它离人们的生活最为接近。在市场角逐过程中，为了 紧跟最新技术而不断优化其设计研发的策略，缩短产品投放市场的时间，以此 抓住客户的手机产业，相比其他快循环产品，更具有代表性。 在本文作者希望，能够通过分析索尼移动在手机发展的各个阶段所采取的 不同应对措施，以及分析在科技飞速发展情况下企业作为快循环产业在产品研 发时的对应策略，来给其他处用同等快循环产业中的企业提供很好地借鉴意 见。 第一章为引言，主要介绍了研究的背景、研究方法及论文内容；第二章为 手机行业阶段概述及其特点，重点介绍了本文研究所立足的手机行业十多年来 所经历的不同阶段以及每个阶段的特点；第三章主要描述了索尼移动的研发策 略，针对不同的手机阶段，索尼移动研发的改进及其成果；第四章为本文的重 点部分，在第二三章的数据基础上进行分析，引导出“以时间为基础”及“以 顾客为基础”以及“集中化研发策略”这三大适用于快循环企业的研发模型； 第五章为研究结论并阐述了本文研究的局限性和未来的研究方向。 关键词：快循环产业，研发策略，索尼移动，以时间为基础，以顾客为基 础，集中化策略 Abstract Time is moving on, mobile phone was changed from a simple contact machine to an intelligent terminal witch combined multiple functions. It becomes the most popular electronic products and closely to everybody’s life. In order to follow up latest technology, phone makers have to continually optimize their design develop strategy, minimum the lead time of phone launch to market. Compare other products which in faster cycle industry, mobile phone are representative. Author’s purpose is to provide some available ideas and useful proposal to the companies who are in fast-cycle industry through analysis of Sony Mobile. The analysis and research focus on Sony mobile’s different strategies on different mobile development stage. Chapter one is introduction, which introduced research background, research method and mainly content of thesis; chapter two introduced mobile industry different stages over 10 years and features of each stage., mainly focus on Sony Mobile company; chapter three descript design and develop strategy of Sony Mobile, introduce Sony mobile’s strategy history and improvement; chapter four is the key chapter in all essay, base on data from chapter two and three, lead to three models, time-based model, customer based model and focus strategy, also introduce the advantages of faster-cycle industry for new product development; chapter five is research conclusion and expounds limitation of the thesis. keywords ： fast-cycle product, developme