随着全球经济格局变化和金融危机余波影响的加剧,作为产业经济发展原动力的高

科技企业面临更多挑战。针对此类企业产品生命周期短、更新换代快、企业经营风险高

的普遍特点,正确选择技术方向和开发制造适合企业发展的产品就成为其中一项重要研

宄。指导高科技企业运用科学的方法分析产品战略,能帮助企业凭借独特的技术优势研

发能力,找到准确的方向拓展合适的产品,从激烈的市场竞争中脱颖而出。

本文以通信行业髙科技案例企业UT斯达康公司在发展过程中两个重要转型时期的

产品战略为研宄对象,通过对历史数据的回溯分析,对比企业实际实施的相关战略,研

宄造成企业经营业绩下滑及财务数据恶化的可能原因。研宄过程中选取两个具有一定代

表性的转型时点,并分别使用SWOT及BCG矩阵分析法处理分析数据,以求获得尽可能

客观准确的结论。

分析结果与企业实际可执行战略基本一致,推翻了最初设立的研宄假设,说明案例

企业在两次历史转型阶段所采用的产品战略在分析制定过程中没有出现较大偏差,抑或

确实运用了科学的战略分析工具进行正确的论证,得出造成案例企业经营劣化、业绩下

滑迅速且损失巨大的主要原因不是由于战略分析失误或未进行科学分析而导致的结论;

继而,又在可能造成企业不良现状的原因上进行分析推测——某项关键技术和相关产品

战略的决策上采用过于冒进的策略,过于风险偏好的决策及不合理的过程控制导致案例

企业出现一系列的失误、失利;最后,得出结论与建议,为后续企业或同类企业经营者

提供借鉴,科学的战略分析与合理的风险决策同等重要,关乎企业的业绩成长和生死存

亡。

关键词:产品战略;SWOT; BCG矩阵;回溯分析

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华东理工大学硕士学位论文

The Study of UTStarcom company product strategy transition :

Retrospective analysis of product making decision

Abstract

With the impact of structural changes in the global economy and the aftermath of

financial crisis, high tech enterprises are facing more challenge. According to the general

product characteristic of these enterprises, such as short life cycle,quickly update and high

operational risks,it is very important to explore how to choose the right technical direction

and develop the product that is suitable for enterprise development. In order to make them

outstanding in the fierce market competition, it will be very helpful to guide high tech

enterprises to utilize scientific method to analyze product strategy, so that they could find the

right direction and develop suitable product.

In this thesis,the high tech enterprise UTStarcom is used as an example. We will study

its product strategy at two specific time point. By the way of history data retrospective

analysis, we can retrieve some result,and compare it to the relative strategy that was actually

employed, so that we can find out the possible reason which led to the enterprise operating

performance decline and the deterioration of the financial data. We select two representative

time point, and use SWOT and BCG matrix analysis method to analyze the history data, and

try to reach the most possibly objective and accurate conclusion.

Our final analytical conclusion is in accordance with the enterprise strategy. This means

that when it came to the time of constituting important product strategy, the enterprise had

utilized the scientific analytic technique, or adopted the strategy analysis that had been

through scientific argument. We also make some conjecture about the reason that could

resulted in the current serious situation, which is that some fault in the risk decision of key

product strategy led to a series of failure in the example enterprise. Our goal is to provide

some alarming to similar enterprises, in order to make them realize that strategy constitution

and risk decision are equally important to the future enterprises which they are related to.

Keywords: Product strategy; SWOT; BCG matrix; Retrospective analysis