A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Research on Development Strategy of
Electronic Products of JM Company
Master Candidate: Chen Caizhen
Supervisor: Feng Gangping
May 2022
School of Management
Guangdong University of Technology
Guangzhou，Guangdong，P. R. China, 510520

摘要
摘要
当前是科技、信息和人才竞争的新时代，全球经济与市场一体化已成为必然趋势。
在 2021年惠州市《政府工作报告》中，提出要集中力量打造“2+1”产业集群，重点打造
电子信息和石化能源两个万亿级产业集群，加快生命健康产业的发展。报告里明确要
壮大电子信息产业集群，提高珠三角（惠州）国家自主创新示范区建设的速度。目前，
市场越来越多的需求集中在高质量、高性能、个性化、多样化的产品，在这样的政策和
市场背景下，企业要想生存和发展，在产品开发方面将面临巨大的挑战。然而在产品开
发方面，国内一些企业还存在很多普遍的问题，如缺乏产品规划、缺乏技术审查、缺乏
产品平台、缺乏专业的产品开发团队、缺少有效的绩效管理体系等，这一系列问题的存
在严重阻碍了企业的产品开发。因此，如何更快地开发核心产品和优质服务，以满足市
场需求，是一个值得研究的重大课题。对于企业来说，发展过程中关注的焦点一定包含
对产品开发流程的管理，而在市场环境中能否获得竞争能力决定着企业未来的发展。
本文以 JM公司为例，作为一家专业生产电子产品、半自动智能机器人，通信设备
等智能化设备及信息化管理系统的企业，所研发的产品涉及到利用产品开发战略，集
成产品开发等相关的理论，以及采用 PEST分析法、波特五力模型、态势 SWOT分析
法等对公司展开分析，确定公司的产品战略为组合型开发战略。同时，通过访谈，调查
问卷，实地考察生产线及旁听项目会议等多种形式深入研究该公司目前的产品开发流
程，梳理产品开发项目各阶段的实施过程，旨在解决该公司产品开发战略与企业战略
以及市场偏离问题；产品开发流程结构不规范；产品开发的调整与自身所处技术地位、
市场地位的适配度问题；产品开战略执行过程中效率低、浪费大、士气低等问题。以集
成产品开发理论为基础，为 JM公司提供符合目前需求的产品开发战略，树立集成产品
开发战略思想，构建有效的产品开发战略平台的优化策略。同时结合电子产品项目管
理的特点，以及项目各阶段的控制过程和发布标准，提出项目组织结构的改进策略，使
项目组织更符合产品开发的功能要求，从而提升 JM公司开展产品创新工作的效能，提
高企业的竞争力。
关键词：产品开发战略；集成产品开发；技术竞争；市场竞争
I

广东工业大学硕士专业学位论文
Abstract
At present, there is a new era of competition in science and technology, information and
talents. The integration of global economy and market has become an inevitable trend. In the
government work report of Huizhou in 2021, it is proposed to focus on building "2 + 1"
industrial clusters, focus on building two trillion industrial clusters of petrochemical energy
and electronic information, and accelerate the development of life and health industry. In the
report, it is clear to improve the construction speed of the National Independent Innovation
Demonstration Zone in the Pearl River Delta (Huizhou) and expand the electronic information
industry cluster. At present, more and more market demands focus on high-quality, high-
performance, personalized and diversified products. Under such a policy and market
background, enterprises will face great challenges in product development if they want to
survive and develop. However, some domestic enterprises still have many problems in product
development, such as lack of product planning, lack of technical review, lack of product
platform, lack of product development team with clear responsibility, lack of effective
performance management system, etc. This series of problems seriously hinder the product
development of enterprises. Therefore, how to develop core products and high-quality services
faster to meet market demand is a major topic worthy of research. For enterprises, the focus
of attention in the development process must include the management of product development
process, and whether they can obtain competitiveness in the market environment determines
the future development of enterprises.
Taking JM company as an example, this thesis uses the relevant theories of product
development strategy and integrated product development, as well as PEST analysis method,
Porter's five forces model and situation SWOT analysis method to analyze the company, and
determines that the company's product strategy is a combined development strategy. At the
same time, through interviews, questionnaires, on-site visits to the production line and project
meetings, we will deeply study the company's current product development process and sort
out the implementation process of each stage of the product development project, in order to
solve the problem of deviation between the company's product development strategy and
enterprise strategy and the market; The product development process structure is not
standardized; The adaptability between the adjustment of product development and its own
technical and market position; Low efficiency, large waste and low morale in the
implementation of product development strategy. Based on the theory of integrated product
development, provide JM company with a product development strategy that meets the current
II
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