上海新松机器人自动化有限公司(上海新松)，是沈阳新松机器人自动化股份有限公司针对 长江三角洲市场特点组建的旗下子公司。随着全球经济一体化的快速发展，科技水平的不断提 高，中国的制造行业正处于转型升级和跨越发展的关键时期。上海新松面临着前所未有的机遇 与挑战。 在本文首先对国内外的战略研究、产品发展战略研究进行了阐述。然后，对上海新松公司 整体及旗下各个产品系列进行了分析，找出存在的问题。运用SWOT分析模型，分析了上海新 松的内部优劣，外部机遇及威胁，进行了产品发展定位的SWOT组合分析。结合波士顿矩阵产 品分析，制定了上海新松产品发展战略。 从战略构建上，第一是产品的技术创新规划，提高产品水平和与市场的契合度。第二是产 品的市场营销规划，增加产品认可度，扩大市场。第三是产品发展的人力资源规划，留住人才， 并能够培养及引进人才。在战略实施上，产品的研发战略，需要增加研发投入，在生产智能化 和专业化方面提出了对策建议。营销战略提升营销手段，提高品牌知名度，维护好客户关系。 人才战略上做到员工和公司共赢，提升人员稳定性，培养公司文化。在此基础上，从管理、生 产水平、员工激励方面提出了战略实施保障措施。 关键词：上海新松，机器人，产品发展战略，SWOT分析，波士顿矩阵 上海新松机器人自动化有限公司产品发展战略研究 II ABSTRACT Shanghai Xinsong Robot Automation Co., Ltd. (Shanghai Xinsong) is a subsidiary of Shenyang Xinsong Robot Automation Co., Ltd. established according to the characteristics of the Yangtze River Delta market. With the rapid development of global economic integration and the continuous improvement of science and technology, China's manufacturing industry is in a critical period of transformation, upgrading and leapfrog development. Shanghai Xinsong is facing unprecedented opportunities and challenges. In this paper, the domestic and foreign strategic research and product development strategy research are first elaborated. Then, the whole Shanghai Xinsong Company and its various product series are analyzed to find out the existing problems. The SWOT analysis model is used to analyze the internal advantages and disadvantages, external opportunities and threats of Shanghai Xinsong, and the SWOT combination analysis of product development positioning is carried out. Based on the analysis of Boston matrix products, the development strategy of Shanghai Xinsong products was formulated. In terms of strategic construction, the first is the technological innovation planning of products to improve the level of products and their compatibility with the market. The second is the marketing plan of products, increasing the recognition of products and expanding the market. The third is the human resource planning of product development, which can retain talents and train and introduce talents. In the implementation of the strategy, the product research and development strategy needs to increase research and development investment, and puts forward countermeasures and suggestions in the aspects of production intelligence and specialization. Marketing strategy to enhance marketing methods, improve brand awareness, and maintain good customer relations. In terms of talent strategy, employees and the company can achieve win-win results, improve personnel stability and cultivate the company culture. On this basis, from the aspects of management, production level and employee motivation, the paper puts forward the safeguard measures for strategic implementation. Key words: Shanghai Xinsong，robot， product development strategy， swot analysis，boston matrix 南京航空航天大学硕士学位论文 III 目 录 第一章绪论 ............................................................................................................................................ 1 1.1 研究背景 ...................................................................................................................................... 1 1.2 研究意义 ...................................................................................................................................... 3 1.3 文献综述 ...................................................................................................................................... 3 1.3.1 国外研究综述....................................................................................................................... 3 1.3.2 国内研究综述....................................................................................................................... 6 1.3.3 理论文献综述....................................................................................................................... 8 1.4 研究目标和内容 .......................................................................................................................... 8 1.5 研究的方法和框架 ...................................................................................................................... 9 1.5.1 研究的方法........................................................................................................................... 9 1.5.2 研究的框架......................................................................................................................... 10 第二章上海新松发展状况分析 ........................................................................................................... 11 2.1 宏观环境及企业行业背景分析 ................................................................................................ 11 2.1.1 宏观环境分析..................................................................................................................... 11 2.1.2 企业行业背景分析 ............................................................................................................. 13 2.2 企业基本概况 ............................................................................................................................ 16 2.3 企业产品现状与存在问题分析 ................................................................................................ 16 第三章基于SWOT的上海新松产品发展战略定位分析 ................................................................. 21 3.1 企业产品内部优势与劣势 ........................................................................................................ 21 3.1.1 主要产品优劣势 ................................................................................................................. 21 3.1.2 产品人力资源优劣势 ......................................................................................................... 22 3.1.3 产品技术资源优劣势 ......................................................................................................... 23 3.1.4 组织结构及管理分析 ......................................................................................................... 24 3.2 企业产品外部机遇与威胁 ........................................................................................................ 25 3.2.1 企业产品外部机遇 ............................................................................................................. 25 3.2.2 企业产品外部威胁 ............................................................................................................. 27 3.3产品发展定位的SWOT组合分析 ........................................................................................... 29 第四章上海新松产品发展战略方案构建 ........................................................................................... 32 4.1 基于波士顿矩阵产品发展策略分析 ........................................................................................ 32 上海新松机器人自动化有限公司产品发展战略研究 IV 4.2 以制定化为导向的产品发展战略构建 .................................................................................... 34 4.2.1 产品的技术创新战略 ......................................................................................................... 34 4.2.2 产品市场营销战略 ............................................................................................................. 35 4.2.3 产品发展的人力资源战略 ................................................................................................. 36 第五章上海