摘要
随着国内市场开放程度的不断扩大,国内各行业都将面临日趋激烈的市场竞争。消费市场也随着经济的发展和厂商引导消费而不断分化,市场不确定性大为增加。为了能够在这种成熟发展的市场竞争环境中继续赢得和维持竞争优势,国内企业必须从消费者的角度出发改进产品线决策水平,摆脱低水平的价格战,以取得市场优势和企业盈利的双丰收。产品线规划是将企业内外部环境与公司长期目标相结合后形成的公司中期策略,其决策质量的提高将是国内企业提升竞争水平,巩固和开拓市场份额的必要条件。
本文介绍了相关的项目组合管理理论和产品线规划理论,在深入研究和分析项目组合管理和企业产品线规划相关理论和方法的基础上,分析了产品线规划与多个产品项目间的相互依存的关系,即产品线规划可被视为一个或多个产品项目组成的项目组合来进行整体考虑,同时在对企业现有的产品线进行分析的基础上,运用项目组合管理的方法进行优化调整。在此基础上研究了如何根据产品线规划进行产品项目的选择、优先排序以及资源分配,在对新产品项目的选择评价上,采用并改进了成熟的新产品相对指数评分法,并结合企业的实际情况构造了一个具有操作性的评分等级标准。
尝试性地探讨了评价单个产品项目绩效和产品项目组合绩效的方法以及结合实例分析了在产品项目的组合管理过程中用以评估资源配置和项目配置平衡度的参数,在此基础上分析了如何来平衡产品项目的资源要求与企业的可利用资源。
最后结合XX公司的实际应用,研究了该企业的产品线规划,在对其产品线进行详细分析的基础上,重点研究了该企业的新规划产品线或产品项目的建立以及产品项目组合的维护管理,确定了该企业的产品线发展策略。
Fiercer competitions are going to face our product providers since home market is to be broadly opened to other countries. Markets are also becoming over-segmented with greater uncertainty as living conditions improving and business Ads stimulating. To continuously make and keep competitive advantages over others in that coming near perfect competition situation, business at home should learn to always keep consumers' concern, market trend and customer satisfaction in mind while making their product line decisions, either for market share or profit purpose. The product line planning is the mid-term strategy based on the in/out circumstance of enterprise and long-term object.
This paper, based on the study of the theories of project portfolio management and product line planning,indicates that product line planning essentially can be treated as combination of product projects. So the theory and method of Project portfolio management can be applicated into the enterprise's product line planning. It provides corporation with portfolio management tools for new products development based on the strategy, emphasizes on the role of strategy in the new products development project management. So as to achieve a balance of projects in terms of short - term economic performance and the cultivation of the enterprise’s core competence, and obtain sustainable competitive advantage by portfolio management for companies.
This paper try to probe into appraising the performance of product project portfolio in conjuction with case study, and it discusses the balance between demanded resources and the available resources, as management has difficulty balancing the resource needs of projects with resource availability.
Taking XX Company as an example, the paper researches the company’s product line planning. On the basis of a detailed analysis of its product lines, emphasis is placed on the new product project chosing and the appraising of the performance of product project portfolio.
引文
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