...............................................................................................................................I ABSTRACT.................................................................................................................. III 第 1 章 导论 ....................................................................................................................1 1.1 研究背景与问题 ....................................................................................................1 1.1.1 研究背景 .........................................................................................................1 1.1.2 研究问题 .........................................................................................................2 1.2 研究目的与内容 ....................................................................................................2 1.2.1 研究目的 .........................................................................................................2 1.2.2 研究内容 .........................................................................................................3 1.3 文献综述与述评 ....................................................................................................4 1.3.1 文献综述 .........................................................................................................4 1.3.2 文献述评 .........................................................................................................6 1.4 研究思路与方法 ....................................................................................................6 1.4.1 研究思路 .........................................................................................................6 1.4.2 研究方法 .........................................................................................................7 第 2 章 相关理论概述....................................................................................................9 2.1 企业战略 ................................................................................................................9 2.1.1 战略 .................................................................................................................9 2.1.2 企业战略 .........................................................................................................9 2.2 产品竞争战略 ........................................................................................................9 2.2.1 产品竞争战略 .................................................................................................9 2.2.2 产品竞争战略与企业战略的关系 ...............................................................10 2.3 产品竞争战略分析模型......................................................................................11 2.3.1 SWOT 分析模型............................................................................................11 2.3.2 波特“五力”模型............................................................................................12 2.3.3 PEST 分析模型..............................................................................................13 第 3 章 EM 公司软件产品竞争力现状及环境分析...................................................15 3.1EM 软件产品竞争力现状....................................................................................15 3.1.1 EM 软件产品简介 .........................................................................................15ii 3.1.2 EM 软件产品竞争力现状..............................................................................19 3.2 EM 软件产品竞争力外部环境分析.....................................................................21 3.2.1 政治环境稳定乐观........................................................................................21 3.2.2 经济环境持续复苏........................................................................................22 3.2.3 社会环境日新月异........................................................................................22 3.2.4 技术环境竞争激烈........................................................................................23 3.2.5 软件行业发展良好........................................................................................23 3.3 EM 软件产品竞争力内部环境分析.....................................................................24 3.3.1 公司组织架构复杂........................................................................................24 3.3.2 研发管理能力逐渐提升................................................................................26 3.3.3 销售管理缺乏制度规范................................................................................26 3.3.4 人力资源管理能力较弱................................................................................27 第 4 章 EM 软件产品竞争力存在的问题及成因.......................................................29 4.1 EM 软件产品竞争力 SWOT 分析.......................................................................29 4.1.1 EM 软件产品竞争力优势..............................................................................29 4.1.2 EM 软件产品竞争力劣势..............................................................................29 4.1.3 EM 软件产品竞争力机会..............................................................................31 4.1.4 EM 软件产品竞争力威胁..............................................................................32 4.1.5 EM 软件产品竞争力小结..............................................................................32 4.2 EM 软件产品竞争力问题的成因.........................................................................33 4.2.1 公司人力资源管理薄弱................................................................................33 4.2.2 公司运营管理流程繁琐................................................................................34 4.2.3 产品研发管理缺乏规范................................................................................36 4.2.4 产品需求和定位不清晰................................................................................37 第 5 章 提升 EM 公司软件产品竞争力的战略对策..................................................39 5.1 优化 EM 软件产品战略定位...............................................................................39 5.2 明确 EM 软件产品战略目标...............................................................................40 5.3 做好 EM 软件产品战略规划...............................................................................40 5.3.1 高端产品实施差异化战略............................................................................41 5.3.2 新开发产品采用多元化战略........................................................................42 5.3.3 低端产品夯实成本领先战略........................................................................43iii 第 6 章 提升 EM 软件产品竞争力的战略实施与保障..............................................45 6.1 优化产品开发 ......................................................................................................45 6.1.1 优化研发管理模式 .......................................................................................45 6.1.2 加大产品研发投入 .......................................................................................45 6.1.3 提升技术创新能力 .......................................................................................46 6.2 提升产品质量 ......................................................................................................46 6.2.1 加强产品规划能力 ........................................................................................47 6.2.2 确保产品的稳定性 ........................................................................................47 6.2.3 提升售后服务质量 ........................................................................................48 6.3 推进产品营销变革 ..............................................................................................48 6.3.2 拓宽产品销售渠道 ...........