I 摘要 近年来，全球范围内经济迅速发展，一体化进程不断加快，与此同时带来着不可忽 视的环境问题，环境保护在各国发展过程中逐渐成为关注的新焦点，新材料产品成为各 国企业发展的新趋势。作为一家生产纤维素产品的新材料民营企业，JNSQ集团在追求 自身利益的同时，面对着严峻的环保趋势，必须找到更适合实际的纤维素产品开发道路， 迎合市场需求，符合环保政策。因此，针对JNSQ集团纤维素产品开发战略进一步探索 分析研究，不仅有助于帮助集团正确审视内外环境，把握机遇，规避危机，制定更加优 化的产品开发战略，增强企业的核心竞争力，而且也有利于引导行业内的良性竞争，从 而促进新材料产品行业的整体发展。 本文以战略管理和产品开发的相关理论知识作为研究基础，借鉴了相关著作及文献 等资料，对JNSQ集团纤维素产品情况及开发现状进行分析，综合运用PEST、SWOT 模型对集团内外部环境及同行业情况进行了研究，得出JNSQ集团要充分把握外部机遇， 强化自身纤维素产品优势，从而进行深化开发。根据以上分析，进一步对纤维素产品开 发进行合理的定位，着重考虑市场发展方向及顾客需求的原则。最后结合企业自身情况 进行产品开发战略的制定和选择，运用QSPM矩阵得出三种备选方案：纵向一体化产品 开发战略、成本领先化产品开发战略、技术领先化产品开发战略，结合自身实际情况择 优选择，最终确定将技术领先与纵向一体化相结合的方式，实施纤维素产品多元化开发 战略。优先发展行业内具有领先优势的纤维素系列产品业务，增强核心竞争力；在纤维 素细分市场进行多样化产品的开发，发展链条式业务，拓宽市场范围。针对纤维素产品 多元化开发战略提出了战略保障措施，为企业的发展保驾护航。 本文的研究成果为JNSQ集团纤维素产品在新材料领域的发展指明了更良好的方 向，具备其较强的实践性和可操作性，对其他民营企业的发展及同行业的产品开发战略 的制定具有一定的借鉴意义。 关键词:JNSQ集团；产品定位；产品开发；多元化产品开发战略 山东理工大学硕士学位论文ABSTRACT II ABSTRACT Inrecentyears,theeconomyisdevelopingrapidlyintheworld,andtheintegration processcontinuestoaccelerate.Atthesametime,theenvironmentalproblemscannotbe ignored,soenvironmentalprotectioninthedevelopmentprocessofcountriesgradually becomeanewfocus.Newmaterialsproductsbecomeanewtrendinthedevelopmentof enterprises.Asanewmaterialprivateenterprisewhichproducecelluloseproducts,JNSQ group,whilepursuingitsowninterestsandfacingthesevereenvironmentaltrend,mustfinda moresuitablewaytodevelopcelluloseproducts,meetingthemarketdemandandcomplying withtheenvironmentalpolicy.Therefore,thefurtherexploration,analysisandresearchofthe JNSQgroupcelluloseproductdevelopmentstrategy,notonlywillhelpthegroupreview internalandexternalenvironmentrightly,graspopportunitiesandavoidcrisis,makemore optimizedproductdevelopmentstrategy,enhancecorecompetitivenessofenterprises,butalso isbeneficialtoguidethebenigncompetitionwithintheindustry,soastopromotetheoverall developmentofthenewmaterialproductsindustry. Basedonthetheoryofstrategicmanagementandproductdevelopmentandreferringto relevantworksandliterature,thispapermakesananalysisofJNSQGroup'scelluloseproduct situationanddevelopmentstatus.ThroughtheintegrateduseofPESTandSWOTmodeltothe group'sinternalandexternalenvironmentandindustrysituation,itconcludedthatJNSQgroup shouldfullygrasptheexternalopportunityandstrengthenitscelluloseproductadvantages,so astodeepenthedevelopmentbasedontheaboveanalysis.Furthertoreasonablepositioningof celluloseproductdevelopment,itneedtofocusonmarketdevelopmentdirectionandthe principleofcustomerrequirements.Intheend,theenterprisecanmakeandchoosetheproduct developmentstrategyaccordingtoitsownsituation.UsingtheQSPMmatrix,threealternatives areobtained:verticalintegrationproductdevelopmentstrategy,cost-leadingproduct developmentstrategyandtechnology-leadingproductdevelopmentstrategy.Finally, combiningleadingtechnologywithverticalintegration,thediversifieddevelopmentstrategyof celluloseproductsisimplemented.Theenterpriseshouldgiveprioritytothedevelopmentof celluloseseriesproductswithleadingadvantagesintheindustry,andenhancethecore competitiveness.Inthecellulosesegmentforthedevelopmentofdiversifiedproducts,theycan developchainbusinessandbroadthemarketscopeforthediversificationofcelluloseproducts developmentstrategyputforwardtostrategicsafeguardmeasures,forthedevelopmentof enterprisesescort. Theresearchresultsofthispaperpointoutabetterdirectionforthedevelopmentof 山东理工大学硕士学位论文ABSTRACT III celluloseproductsofJNSQGroupinthefieldofnewmaterials,whichhasstrongpracticability andoperability.Meanwhile,ithasacertainreferencesignificanceforthedevelopmentofother privateenterprisesandtheformulationofproductdevelopmentstrategiesofthesameindustry. Keywords:JNSQgroup；ProductPositioning；ProductDevelopment；Diversifieddevelopment strategy 山东理工大学硕士学位论文目录 IV 目录 摘要..................................................................................................................................I ABSTRACT...........................................................................................................................II 第一章引言...................................................................................................................6 1.1选题背景及意义............................................................................................................6 1.1.1选题背景.................................................................................................................6 1.1.2研究意义.................................................................................................................7 1.2国内相关外研究现状....................................................................................................8 1.2.1国内相关研究现状.................................................................................................8 1.2.2国外相关研究现状.................................................................................................9 1.3研究内容与方法..........................................................................................................12 1.3.1研究内容...............................................................................................................12 1.3.2研究方法...............................................................................................................13 1.4研究创新与不足..........................................................................................................14 1.4.1研究创新...............................................................................................................14 1.4.2主要不足...............................................................................................................14 第二章产品开发战略的相关理论基础.............................................................................15 2.1产品开发战略概论......................................................................................................15 2.1.1产品开发...............................................................................................................15 2.1.2产品开发战略内涵................................................................................................15 2.1.3产品开发战略类型................................................................................................16 2.2产品开发机制理论......................................................................................................17 2.2.1自主开发机制——从消费者需求出发.................................................................17 2.2.2合作开发机制——从挖掘产品功能出发.............................................................18 2.2.3外包开发机制——从提高产品竞争力出发.........................................................18 第三章JNSQ集团纤维素产品开发现状..........................................................................19 3.1JNSQ集团基本概况.....................................................................................................19 3.1.1JNSQ集团简介......................................................................................................19 3.1.2集团业务范围.......................................................................................................20 3.1.3纤维素产品概况.............................................