产品竞争战略研究  

Research on Product Competition Strategy

作　　者：冯文杰[1] 侯智[1] 李志立[1] 周康渠[1] 

机构地区：[1]重庆工学院

出　　处：《工程机械》2008年第5期49-52,共4页Construction Machinery and Equipment

基　　金：重庆市科技攻关计划项目(2005CC25)

摘　　要：通过个性化、差异化发展和通过改进产品质量来提高市场竞争力,是企业参与市场竞争的两种主要战略,前者适合中小企业,后者适合大型企业,从适用范围讲,两者都有局限。将KANO模型与SWOT矩阵进行集成,提出一种既适合中小企业又适合大型企业的分析工具,以实现产品的竞争战略分析。给出基于KANO模型的产品质量分类过程,通过用户意见调查、调查结果分类以及调查结果统计3个步骤,将产品质量分为基本、线性和魅力3种类型,改进原有SWOT矩阵,将其与KANO模型进行集成,得到产品的竞争战略分析矩阵,并提出通过确保基本质量、提高线性质量以及创造魅力质量,来实现产品的竞争战略。Individuality, distinguishing development and product quality increase are two top strategies for an enterprise to take part in market competition. The former is suitable for medium-to-small-sized enterprises while the latter is much better for some large scaled enterprises. But for adaptability, the two have both their limits. Integrating KANO model and SWOT matrix, an analysis tool suitable to not only medium-to-small-sized enterprises but also large scaled enterprises is suggested to realize product competition strategy analysis. Product quality classification procedure based on KANO model is provided. Through three steps, customer investigation, investigation result classification and investigation statistics, product qualities are classified as three types: the basic, the linear and the charming. After improvement, original SWOT matrix is integrated with KANO model to obtain the matrix for product competition strategy analysis. It is suggested that the product competition strategy should be realized through ensuring basic quality, increasing linear quality and creating charming quality.

关 键 词：KANO模型 SWOT矩阵 产品 竞争战略 

分 类 号：TB497[一般工业技术]