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上海交通大学硕士学位论文晨光乳业产品研发定位及其管理问题研究姓名：赵雄申请学位级别：硕士专业：工商管理指导教师：于冷20050327EMBA,IPD,IPD,3IPDEMBAIPD$APPEALS$APPEALS--IPDITIntegratedProductDevelopment,IPDEMBAABSTRACTInrecentyears,Chinesedairyindustrydevelopedrapidly,Chinesebigpotentialmarketandhighprofitofferawonderfulopportunityforinvestors,thusattractagreatnumberofcompetitors,includinginternationaldairymagnetsandlocalhugecapitals.Localdairycorporationscanbebasicallydividedinto3levels.ThefirstlevelisrepresentedbyBrightDairyCo.Ltd,YiliDairyCo.Ltd,MengniuDairyCo.Ltd,etc,whicharemostfamousbrandsinlocalmarkets.Thesecondlevelincludesregionaldominantbrands.Thethirdlevelincludesthousandsofregionaldairyenterprises.ChenguangDairyCo.Ltdbelongstothesecondlevel,butitsmaincompetitorsinlocalmarketallcomefromthefirstlevelsuchasBrightDairyCo.Ltd,YiliDairyCo.Ltd,MengniuDairyCo.Ltd,etc.YilibenefitsfromitslocationininnerMongolia,thushasabundantdairyresource.Mengniuhasmanagementadvantageofgreatinnovationabilityofmanagementteam.BrightDairyhascomparativeintegrativesupplychain.NewHopeDairyCo.Ltdhasbigdevelopmentpotentiality.Bycomparison,Chenguanghasabiggapindairyresource,management,supplychainanddevelopmentpotentiality,soitisdifficultforChenguangtocatchupwiththem.ButlocaldairycompaniesalmosthavethesameR&Dability,andChenguanghasgoodinformationandtalentsadvantages,alsohasapotentialmarketinGuangdong,soitisawisedecisiontocarryoutR&Dprogram.TheinnovationabilityandgroupintelligencearethemostimportantfactorsincurrentR&Dprogram.ItisthebusinessofthewholeR&DsysteminsteadofbusinessofindividualorR&Ddepartment.R&DregulationisthecoreandunderlyingguaranteeofR&Dsystem,it’sforemosttointroduceagoodR&Dregulation.ThemethodofIPDisthefavoriteR&DregulationrecommendedbyEMBAexperts.Itbringsinnovativeabilityandteamintelligenceintoplay,andkeepsabalanceamongvariousresourceinsidethecorporation,thusguaranteesgoalofR&D.SoafterreviewingallpresentR&Dmethods,ChengguangbelievesthatIPDisthebestmethodtoestablishaR&Dmanagementsystem.goodR&Dsystemcanbringbenefitsfrom3aspects:tomakegooddecision,todothingscorrectlyandtoofferastrongsupport.IPDprovidesmethods,toolsandskillsinabove3aspects.Tomakegooddecisionistoproducerightproductsandtheproductscanbringprofit.IPDusesthemethodsofinvestmentcombinationoptimizingand$APPEALSofcustomers’demandtoachievethisgoal.$APPEALScansetupapublicunderstandingandapri-competitiveframeworkfordrivingourproductdevelopmentandtomeetthepublicsatisfactionaswellasincreaseourmarketshare.Weusedittodoademandanalysisofpuremilk,theresultisthat,thedifferencebetweenChenguangandYili,Mengniuetcisobvious.Todothingscorrectlyistomakeaprocessrestructure.IPDconcentratesonteamsofcrossingdepartments,structuredprocessandproject&pipingmanagement.Ineachstageofstructuredprocessanddecision-makingpoint.Teamsofcrossingdepartmentshouldcooperatetogether,makedecisionofdevelopingstrategy,anddesignofproducts.Guaranteeproject’ssuccessbyprojectmanagement.Projectmanagementisthekeyfactortoensureteamsofcrossingdepartmentsworktogetherandmoreeffectively.Pipingmanagementissimilartoresourceattemperingandmanagement.Thatisadynamicbalanceprocesstoallocateresourceaccordingtobusinessstrategyanddevelopingprojects.Asforofferingasupport,itincludesdevelopmentmodeofdifferentsteps,publicbasismodels,measureindexandITtoolsetc.Thereinto,developmentmodeofdifferentstepsandpublicbasismodelsarekeypointsinproductrestructurewhichistoincreaseproduct’sdevelopmentefficiency.AneffectiveperformancemanagementsystemistheguaranteeofR&Dsystem’ssuccessfulexecution,anditsexecutiveprinciplesandskillsEMBAhavebiginfluencesonitsexecutiveeffect.Chenguang,Dairy,R&Dstrategy,IPD(IntegratedProductDevelopment)EMBA2005218EMBA200534200534EMBA68-1–,1500,500360,13,1995,,45:2001,40:30,100,,,:2001,,2002851032002620028,,,,,,2004EMBA68-2–450012004362.26200336.12%2003200259.95%1-1200120031-219972003EMBA68-3–602119301-350%45%UHTUHT25EMBA68-4–50%30%200330%2004132--33-724%123460%80%50347070090100EMBA68-5–1-420036620051-51995—2001EMBA68-6–1-61997200048300170020%300000aEMBA68-7–1-7b25.2%16.5%1-8c12138.8%32.1%79.9%329.1%15.9%429.4%3517.6%1-9d12EMBA68-8–1-10e151-111-122002EMBA68-9–1/31/34070%abc330%5,0001,8001-1319912001EMBA68-10–abKAc4UHT80UHT100UHT2,0005.52UHT5EMBA68-11–1-141997200036%PETDANONEParlamat6aEMBA68-12–bEMBA68-13–WTOWTO2003WTO200542%1244%1042%1025%15%WTO20901025132003EMBA68-14–GDP2003774.422003901500841.4617.2964.352001200318.7%13.7%2001200332.05%30%1-1520002003EMBA68-15–20--40204433112001130100520552200EMBA68-16–1-2EMBA68-17–39%62%7EMBA68-18–200040%10%;30%EMBA68-19–200040%5%-15%20012000EMBA68-20–190%2345EMBA68-21– EMBA68-22–EMBA68-23–SWOT,,1199319963019991220001520012720024260%80%201230201234EMBA68-24–219.520021219260012123319962000EMBA68-25–ISO90025S909080200120034200120033540-50111101020032523200321046104EMBA68-26–563012SWOT11979198052.51.5199912ISO900120001020011ISO140012002262960%50020129.61982EMBA68-27–2004PESTSWOT212570%2ISO14001345690%48%7810910312EMBA68-28–34.9/4567891041200023451993EMBA68-29–9019976751500500,,2EMBA68-30–90%10%BC34WTO1.5EMBA68-31–2.101183.4.5.1.EMBA68-32–2.3.