The Study On Motorcycle Product Development And Market Exploring Of Chong-Qing JianShe Industry (Group) Co.

With the theories in modern enterprise operation and management and the current situations in Jianshe Group, this essay analyses the Group' s efforts in product development and market exploring, the two factors for the Group' s decreasing of profits and market share in recent years. First of all, the essay compares the development of the motorcycle industries both at home and abroad. By analyzing the demand for motorcycle products around the world and the competition in the industry, the essay points out that there is still a large space for the motorcycle industry in China to develop. Then this essay discusses the current situations both in product development and market exploring in Jianshe Group. In the field of product development, Jianshe Group has advantages in qualified personnel, technology and experience. Meanwhile, there are still some problems. For example, the research on the general strategy in developing products is inadequate; the research on the environment and market is inadequate and short of prediction and this is responsible for the short-term effects of the products in the market; the application of modern technology should be improved indeveloping products; investment should be increased; relevant policies haven' t been carried out properly; and the transfer of scientific and technological achievements should be speeded up. Next the essay analyses the current situations in Jianshe Group in exploring the motorcycle market. It points out Jianshe Group' s weak points in product quality, enterprise image, brand reputation and sales network. It also points out the Group' s potentials in brand recognition, selling prices, widespread sales network, comprehensive capabilities as a large state-owned enterprise, and a sales team with rich experience. Finally, the essay suggests the strategies to strengthen efforts in both fields. In the field of product development, the essay applies the theories in marketing strategy and modern enterprise management, and it puts forward the following measures: strengthening product development; paying more attention to the analysis of product-market-profits. With the theory of modern enterprise reproduction, the essay suggests reproducing the process of product development in Jianshe Group, and adopting a new development mode after the reproduction. The essay stresses that: information technology and modern design technology should be used to improve efficiency; investment in development should be increased; the qualities of the development personnel should be improved; and their initiative should be aroused. In the field of market exploring, the essay applies the theories in modern marketing and quality management. And it puts forward the following measures: establishing a network of market information; establishing a mechanism based on market information for marketing planning and decision; strengthening the market exploring team; completing the marketing network; making efforts to establish a famous brand; and developing multi-national operation.