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在 X 科技公司“E 线牵”产品项目市场开发战略选择和实施方面，本文站在公
司的角度论证了公司现阶段及未来的发展战略并从几个角度提出了其战略实施
的其他相关重要因素。首先，论证了 X 科技公司“E 线牵”产品项目战略的选择和
形成，通过对企业产品市场进行 SWOT 分析来判断其目标市场，认识到企业目
前所处产品市场竞争环境中存在的优势、劣势、外部机会和威胁。然后，从融资
策略、人力资源建设、产品的研发、产品定价和市场营销等四个方面分析了影响
X 科技公司“E 线牵”产品项目战略制定的其他相关的重要因素。随后，通过前文
的分析最终形成了 X 科技公司“E 线牵”产品项目市场开发的四个基本战略，即功
能创新战略、轻资产战略、低成本战略和企业联盟战略。最后，对 X 科技公司“E
线牵”产品项目市场开发战略实施步骤、实施效果和实施风险预估及应对措施等
都做了相应安排。通过论文的研究，指明企业不仅要重公益，还需创品牌；积极
开展试点工作，提升数据精细化管理水平，并不断加大项目宣传力度；加强对竞
争者的对比分析，不断提升公司的创新和盈利能力，努力成为行业引领者
关键词：科技型中小企业；企业“初创期”；X 科技公司“E 线牵”；战略管理；产
品开发华北电力大学硕士学位论文
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Abstract
This paper selects a small or medium-sized company engaged in mobile
intelligent Internet + education industry in the start-up stage, and analyzes the typical
cases of X Science and technology E-XianQian which is a representative
product.The preliminary work of the study includes access to domestic and foreign
information on enterprise strategy management, understanding of the more mature
research methods and results, to grasp the latest trends in the development of
enterprise strategic operation mode. Secondly, from the perspective of enterprise and
business, this paper analyzes the background of the establishment of the enterprise,
then analyzes the E-XianQian product and market channels, and we have a
qualitative understanding on the whole enterprise in the strategic decision-making of
the internal environment. Again, we analyzes survival, enterprise entrepreneurship
and other external environment using PEST analysis from four aspects of the political
factors, economic factors, social factors and technical factors. Finally, we analyzes the
competition environment of smart Internet industry using the Potter fiveforces model
from the five aspects of buyer&39;s bargaining power, competitor analysis, the potential
threat, the threat of substitute products and the bargaining power of suppliers, which
does the groundwork for the product strategy selection and implementation.
In the aspect of E-XianQian product strategy selection and implementation, this
paper demonstrates the company&39;s development strategy in current stage and future
stage and puts forward some other relevant important factors from several
perspectives. First we demonstrate the E-XianQian product strategy choice and
formation, and determine the target market through SWOT analysis of enterprise
product market, knowing the competition advantages and disadvantages, external
opportunities and threats of the enterprise product market . Then, we analyze the other
important factors influencing the “E-XianQian” product strategy formulation from
four aspects of financing strategy, human resources construction and product
development. Then, through the analysis of the previous text, the five basic strategies
of E-XianQian are formed, that is the function innovation strategy, the asset light
strategy, the low cost strategy, the enterprise alliance strategy and the market analysis
strategy. Finally, we have done a corresponding arrangement of the E-XianQian
product strategy implementation steps, effect and the risk assessment. What this study
shows us is that we should stick to the brands creation in addition to public welfare,
and at the same time we should improve data refinement management level, and
constantly increase the project propaganda. Last, we should Strengthen the
comparison and analysis of competitors, and constantly improve the company&39;s华北电力大学硕士学位论文
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innovation and profitability, and strive to become a leading industry.
Key Words: Science & technology oriented small and medium-sized enterprises,
start-up period; E-XianQian, Enterprise management strategy, Product strategy华北电力大学硕士学位论文
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目 录
摘要.. I
AbstractII
第 1 章 绪论......1
1.1 研究背景..........1
1.1.1 科技型中小企业创业现状........1
1.1.2“E 线牵”产品项目背景...2
1.2 研究意义..........3
1.3 国内外研究现状...........4
1.3.1 国外研究现状....4
1.3.2 国内研究现状....6
1.4 研究内容、思路及研究方法..9
1.4.1 研究内容及思路9
1.4.2 研究方法..........10
1.5 研究特色、难点及可能的创新点....10
1.5.1 研究特色..........10
1.5.2 研究难点及可能的创新点..........
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