D中国公司PC服务器的产品管理研究

上海交通大学硕士学位论文D中国公司PC服务器的产品管理研究姓名：沈吉申请学位级别：硕士专业：工商管理指导教师：陈洁20090524DPCITITx86PC2004x86402008x8667.75123.23ITD10055002008DPCITDDPCRESEARCHONPRODUCTMANAGEMENTOFDCHINACOMPANYPCSERVERABSTRACTInrecentyears,ChineseITmarketdevelopsveryfastandmanyinternationalITcompanieshaveenteredit.Therearevariousnewconcept,newtechnologyandnewproductscomeouttooccupythebulkofthemarketshare.Alongwiththecontinuousimprovementoftechnology,PCserverswhichrunonx86platformhavedevelopedbyleapsandboundswithitsgoodperformance,reasonableprice,highopennessandinaccordancewithindustrystandard.In2004x86servermarketofChinawasstilllessthan400thousandunits.Butin2008itscapacityhasreached677.5thousandunitsandsalesrevenueis12.323billionRMB.AsafamousinternationalITvendor,DcompanyhasdevelopedrapidlyduringthetenyearsintheChinesemarket.Itscurrentbusinesscoversmorethan100Chinesecities.InChina,thestaffnumberismorethan5500.Butin2008,DChineseCompany’sPCservermarketoccuredthecontinualdeclineinrevenue,reducedprofitsandmanyotherproblems.Thisdissertationattemptstoanalysedeeplyandfindreasonsoftheabovequestionsontheproductmanagementlevel.Inthemeantime,bythecombinationwithproductstrategyitcanfindasolutionformanyITcompanieswhichfacedthesimilarproblems.Atfirst,thedissertationexpoundsthetheoryofproductmanagement,andthenitdescribesthestatusofDcompany,basicreasonandessentialreason.Secondly,thedissertationdiscussestheproductstrategy.AccordingtotheactualstatusofDChinaCompany,itfocusesonimplementationofdifferentialstrategy.Thestrategyanalysisincludesfourdifferentlayerswhichareproduct,service,marketingandpersonnelstrategy.Andagain,theauthoranalysesdeeplyonproductmanagementtactic.Itdividesintothreeitemswhicharemarketdemandanalysis,competitionanalysisandproductsolutionmanagement.Eachoneisdiscussedfrommanyangles.Futhermore,theauthorputsforwardtosomesuggestionofimprovingproductmanagementsystem.Itincludesthreeitemswhichareproductcombinationtacticimplementation,productlineimprovementandinternationalproductmanagement.Finally,theauthorsummarizesthefulltext,outlinesthefindingsofthestudyandpointsoutthelackofresearchandfurtherstudyoftheviews.KEYWORDSPCserver,productstrategy,productmanagement,productline2009524□√20095242009524MBADPC111.1PCX86200820092008X8667.7514.1123.2311.12008HPIBM2008260%DHPIBMD20083.516.7948%0.1813416%13.516%18%7%6.923%13.6DPCPCMBADPC2200943GITDPC1.2DIT25500251998DPC200420062008DPCDPCPCDPC(1)DPC(2)DPC(3)PCMBADPC31.3DPC·DPC1.4DDDPCDMBADPC41FIGURE1TheFrameworkofThisDissertation1.5123DMBADPC54customervaluehierarchy2FIGURE2TheFiveLayersofProductMBADPC61Copeland(1921)(conveniencegood)(shoppinggood)(specialtygood)2Nelson(1970)Stigler(1961)(searchgood)(experiencegood)3,Peterson(1997)(tangibility)/,MBADPC7802012MBADPC83·(RaymondVernon)1966(productlifecycle)PLC1MBADPC9234MBADPC102D2.1D2.1.1DD1984DD50025D2007574D75100DD199881005500///21232587202.1.21MBADPC1123D/4DLatitudeTMInspironTM5DOptiPlexTMDimensionTM672.1.3PCD1SCSCSC23MBADPC124IT2.1.4DPCIDCD2006X8620042006X86(2005)2007HPDX862008DHPDIBMDX86260%DHPIBMDPC2.22.2.112007DPC2008IDCQ3Q2Q1MBADPC13D3DPC20072008FIGURE3TheQuarterlySalesRevenueChangeofDChinaCompanyPCServer(2007&2008)2007Q1Q4Q425DPC120072008DPCTable1TheSalesRevenueofD’sPCServerLast8QPC:20072008Q18354182849-0.83%Q28948285773-4.14%Q39348181756-12.54%Q410811880635-25.42%Total374622331013-11.64%DMBADPC142D3.51186.793148%13416%665%2DTable2TheFallofD’sSharePriceD2008827$25.632009223$7.9968.834DNASDAQFIGURE4TheNASDAQSharePriceTrackofDCompany2.2.2DPCMBADPC1512008D2ITD3DHPIBMDDPC2.2.3DPC1DIBMHP2DPCMBADPC163PCD8MBADPC1733.13.1.11:2:3MBADPC18:4IT3.1.21DITPCIBMHPD10152030MBADPC19D290D35DPC2ITDDD34PCPCIntelAMDCPUSamsung,SeagateHitachiIntelBroadcomMSISamsungNECPCMBADPC20PCDDD3.23.2.11DPC2009331IntelCPU550042DCPUPCDPCRAID-6DPE295082.5SAS63.5SATAPE2950DWindows,RedHatLinux,NovellNetWare,NovellSUSELinux,VMwareVirtualInfrastructureMBADPC21DBMCIPMI2.0DRAC5TCP/IPOpenManage2PE2950PDUPMbus3.2.2PCIT5ITFIGURE5ITProductServiceRequirementfromTelecomIndustryUsersDMBADPC221DPCDDeploymentMonitorControlProtectionOptimizationIntegrationDeployment50MonitorControlProtectionOptimizationSANSANCPUIntegrationDPCSCIBMHPMBADPC232DITITITIT58724DDDDITDD3.2.3D1DPCMBADPC24D23.2.4DPCDDMBADPC2544.14.1.14.1.2PCPCx86CISCCPU(AMD)MBADPC263CISCRISCTable3TheSummaryofCISCandRISCCISCDSPCPUPCRISC11632CPUx86PCPCPC~20102ITIT52008945nm7400730040%2009X86X86620092008MBADPC294.1.4WorldwideQuarterlyServerForecast,IDC,200767IDCFIGURE7TheIDCForecastforBladeServerOccupancyRateofWorldwideMarket20076IDC201130PCITIDC2008183415040200761.9%31.3%IDC201231550062.1%MBADPC304Table4TheSummaryofBladeServerMarketofChina2008Q12008Q278621047933.3%2270277022%20082007183411132861.9%5040383931.3%D4IDC,Q12008Release8x864FIGURE8TheTrendofx864SocketBladeProportionITCPUMBADPC314SBlade2006x8644%2007x