Product Management Research Of ENPC Company

ENPC company has formed a set of their own product management method as a large foreign high-tech enterprises. But with changes in the market environment it appeared in the some problems, which has seriously affected the competitiveness of the company. There are some shortco mings in solving these problems in the study of product management at present.The paper will conduct a comprehensive analysis combined with the actual situation of ENPC company, pointed out the shortcomings of the current product management system. Through the analysis of three aspects of product management the integrated product management method will be put forward. Then the integrated product management operation system,organization structure and the effect after the implementation of the integrated product management will be elaborated in detail. Although ENPC company's product management problem is modeled in the paper, these problems in large-scale foreign- funded enterprises is a representative. The new product management method can also apply to the similar enterprises, and is helpful to solve the problems of product management in the theory and practice.This paper is divided into five chapters. The first chapter summarizes the research background, research significance, research methods and paper structure. The second chapter focuses on the product management and related management theory, including product marketing management, projec t management, supply chain management, strategic management and demand management. This chapter is the theoretical basis of this paper. In the third chapter, the product management of ENPC company is researched, The history of the ENPC company, products and business is introduced. With focuses on the analysis of the internal and external environment of ENPC, the strategic positioning of the company and products, the problems in the present products management summed up. The fourth chapter aimed to the problem of product management of ENPC company, put forward the integrated product management method. It focuses on how to implement integrated product management, the corresponding organizational structure, culture of product manager and the results after the implementation. The fifth chapter mainly points out the research achievements and shortcomings.