新产品开发中的动态平台战略

Dynamic platform strategy in new product development

产品平台是连接企业能力与市场需求的关键环节。企业在新产品开发中采用平台战略能以低成本快速满足多样化的市场需求。本文首先揭示从能力到产品平台、到产品族、到市场、直至企业绩效的内在逻辑过程。然后阐释动态平台战略 ,即基于产品族、产品平台和企业能力的动态更迭。这些动态更迭是企业获得持续竞争优势的关键。最后 ,本文以四川长虹为例说明动态平台战略的有效性。

Product platform links a firm's competences and its markets. Product platform strategy can quickly meet different market needs at low cost. First this paper presents a logic process from competence, to product platforms, to product families, to market, and to high performance. Then a dynamic platform strategy is discussed. There are renewals of product families, product platforms and competences in this strategy. These dynamic renewals lead to sustainable competitive advantage. At last, the case of Sichuan Changhong is presented to illustrate the effectiveness of dynamic platform strategy.