Research On Value Chain Of Product Family Design And Competitive Advantage Of Product Family

The design of product family is a multi-stage process continuously, in the process of product family development and other areas are closely linked. The value chain is composed of a series of interrelated value activities, cooperate with each other to create the overall value. Product family design and value chain has many similarities, the value chain of product family design research plays an important role in the enterprise to maintain the competitive advantage based on product family.First of all, this paper to the previous literature on product family design and the thought of value chain are classified and reviewed, based on the value chain theory proposed by Potter, and the combination of product design and development process of Professor Urich explained, to create the product value chain family design, to analyze the value of each basic activities and auxiliary activities, at the same time, according to the characteristics of public modules and customized module in product family design, the design and customization platform design of product family design are value chain research, systematic analysis of the guiding role in the value chain in product family design.Secondly, this paper attempts to excavate the value chain of product family design plays in the enterprise value chain in the role of valu e chain, product family design in front of enterprise value chain, decides the enterprise value chain value creation process, and a kind of value chain of product family design will largely affect another product family design value chain of enterprise. Then, explores the value chain of product family design based on the competitive advantage to scale production, low cost and product family in the value chain in combination with just created advantage product family size and low cost; also, for the difference in the value chain and product family together to create the customization advantages of differentiation. Further, the specific method this paper studies the enterprise competitive advantage: To explore more internal value chain activities continue to improve, to create unique value chain.Finally, based on the research of the past literature, through the development process of product family and actual case in the past, select the Audi automotive products as research object, product family design value chain structure of Audi was described, and the analysis of its plays in the enterprise the irreplaceable role, at the same time. Audi gets a unique method of product family of competitive advantage is expounded, and verifies the research of product family design based on value chain with relevant theoretical and practical significance.