2018年4月，全国网络安全和信息化工作会议上，习近平主席发表讲话时 做出强调“没有网络安全就没有国家安全”。随着，国家和企业对网络安全重视 程度的提升，网络安全相关产业也获得了快速发展，作为全国第一批从事网络信 息安全研究的国家级高新技术企业，ZK公司在网络信息安全审计领域己经耕耘 了17载。ZK公司从成立起凭借雄厚的研发实力以及对网络信息安全审计业务的 理解，获得了快速发展，市场快速增长。但是，由于其在快速变化的市场上反应 不够灵敏，与竞争对手相比，产品更新显得有些滞后，且产品组合不够合理。这 些问题在前几年竞争不充分的情况之下表现得不那么明显，但在2016年后，随 着国家对网络安全、信息安全越来越重视，随着更多公司的介入，公司的这些问 题慢慢显现出来，且在很大程度上影响到公司的业绩，引起了公司高层的重视。 起初，公司更多地把精力放在研发和销售环节的整治上，并未从根本上解决问题。 直到2016年10月，公司决定在售前及市场部门的基础上成立了产品中心，负责 全公司的产品规划及管理工作，其中最主要的工作便是产品规划，将销售市场与 研发制造有机衔接起来。本文围绕ZK公司在产品规划管理上存在的问题和原因 展开分析和讨论，并试图给出解决方案。 本文将产品生命周期和产品组合等相关理论，综合应用于网络安全类产品的 规划研究。首先在ZK公司竞争战略的框架内，对该公司的网络安全类产品研发 项目分布、市场的销售及产品规划管理等现状进行了深入的探讨，通过进行现场 观察、查阅资料、访谈人员以及问卷调查等方法，分析其中可能存在的问题及不 足，找出了问题的主要原因就是缺少了科学的产品规划理念以及机制，探讨了进 行改善工作的必要性及可行性。并且在公司的竞争战略指导下，对网络安全产品 市场进行细分研究，以此为基础，选取出符合公司的战略的几个目标市场。最后 根据产品生命周期等理论，对公司的产品规划策略进行研究，明确了规划思路， 并在问卷调查等基础上，制定出详细的公司产品规划方案，解决公司原来产品规 划中的不合理而产生的问题，努力提升未来公司产品的竞争实力。 本文研究的主要结论包括如下几方面： （１）通过归纳产品管理及产品规划的文献及研究现状，提出了可行的一种 产品规划的思路：站在公司战略的高度思考，依托对企业内外部环境和竞争情况 的细致分析，进行市场细分研究并最终选取契合公司实际的目标市场，再利用产 品生命周期以及波士顿矩阵等相关理论工具进行产品规划，付诸实施。 II （２）通过问卷调查、亲身观察、人员访谈和资料查阅，对ZK公司产品规 划管理现状进行综合分析，得出缺乏科学的产品规划理念以及系统性机制是造成 当前公司产品组合规划不合理的根本原因。 （３）产品规划方案不是一成不变的，需要根据内部和外部环境的变化，在 实施过程中进行调整。 希望本文的研究能够促进ZK公司产品规划的进一步完善，实现公司的健康 可持续发展。 关键词：产品组合；产品规划；产品生命周期； III Abstract In April 2018, at the national network security and informatization working conference, President Xi Jinping made a speech when he emphasized that "no network security is without national security". With the enhancement of national and enterprise attention to network security, network security related industries have also achieved rapid development. As the first batch of national high-tech enterprises engaged in network information security research, ZK company has worked in the field of network information security audit for 17 years. Since its establishment, ZK company has gained rapid development and market growth with its strong R & D strength and understanding of network information security audit business. However, due to its lack of sensitivity in the fast-changing market, compared with competitors, product updates appear to be lagging behind, and the product mix is not reasonable. These problems are not so obvious under the situation of insufficient competition in the past few years, but after 2016, with the increasing attention paid by the state to network security and information security, and with the involvement of more companies, these problems of the company gradually appear, and to a large extent affect the performance of the company, causing the attention of the company's senior management. At first, the company focused more on R & D and sales, but did not fundamentally solve the problem. Until October 2016, the company decided to establish a product planning department on the basis of pre-sales and marketing department, which is responsible for the product planning and management of the whole company. The most important work is product planning, which organically links the sales market with R & D and manufacturing. This paper analyzes and discusses the problems and causes of product planning management in ZK company, and tries to provide solutions. In this paper, the theory of product life cycle and product portfolio is applied to the planning of network security products. First of all, within the framework of ZK company's competitive strategy, this paper makes an in-depth discussion on the current situation of the company's network security product research and development project distribution, market sales and product planning and management. Through on-site observation, data review, interviewers and questionnaire survey, it analyzes the possible problems and deficiencies, and finds out that the main reason for the problem is the lack of Scientific product planning concept and mechanism, the necessity and feasibility of improvement work are discussed. And under the guidance of the IV company's competitive strategy, the network security product market is subdivided and studied. On this basis, several target markets that meet the company's strategy are selected. Finally, according to the theory of product life cycle, the product planning strategy of the company is studied, and the planning ideas are clarified. On the basis of questionnaire survey, a detailed product planning plan of the company is formulated to solve the unreasonable problems in the original product planning of the company, and strive to improve the competitiveness of the company's products in the future. The main conclusions of this paper are as follows: (1) By summarizing the literature and research status of product management and product planning, this paper puts forward a feasible product planning idea, that is, from the height of company strategy, relying on the analysis of internal and external environment and competition of the enterprise, through market segmentation and finally selecting the target market, and then using the product life cycle and Boston matrix and other related theoretical tools to carry out the product planning Plan and put it into practice. (2) Through questionnaire survey, personal observation, personnel interview and data review, this paper makes a comprehensive analysis of the current situation of ZK company's product planning management, and concludes that the lack of scientific product planning concept and mechanism is the root cause of the unreasonable product mix planning of the company. (3) The product planning scheme is not immutable. It needs to be adjusted in the implementation process according to the changes of internal and external environment. It is hoped that the research in this paper can promote the further improvement of ZK's product planning and realize the healthy and sustainable development of the company. Keywords: product portfolio; product planning; product life cycle; V 目录 摘要 .............................. I Abstract .................... III 一、绪论 ..................... 1 （一）研究背景和意义...................... 1 1.研究背景 .. 1 2.研究意义 .. 1 （二）国内外研究现状...................... 2 1.国外研究现状 ......................... 2 2.国内研究现状 ......................... 3 （三）研究思路及方法...................... 5 1.研究的思路 ............................. 5 2.研究方法 .. 5 （四）研究内容 .. 6 二、相关概念及理论阐述 ......................... 8 （一）产品管理与产品规划概念 ...... 8 1.产品管理 .. 8 2.产品规划 .. 9 （二）相关理论与工具介绍 ............ 10 1.STP理论 . 10 2.产品生命周期理论 ................. 11 3.波士顿矩阵 ............................ 11 三、ZK公司产品规划现状与问题分析 ... 13 （一）公司简介 13 （二）公司竞争环境与竞争战略 .... 13 1.行业现状与发展趋势 ............ 13 2.外部环境 15 3.主要竞争对手 ....................... 16 4.内部资源概况 ....................... 17 5.公司竞