Research On Product Strategy For UC China Company

UC China has introduced mature Japanese napkins,baby and adult diaper products to China,breaking the situation of being separated by European and American giants.The product strategy differences between napkins and baby diapers have led to good and bad results in China.This article discusses how UC China companies can overcome their own difficulties by taking advantage of their products,while maintaining their leading position in the three product line businesses and becoming a leader in the domestic absorber market.This paper focuses on the product strategy of the fast-moving consumer goods industry in a fully competitive state,trying to outline the product strategy differences between the successful product line in the market and the failed product line.The full-text research is mainly divided into four parts: the first part is theoretical review,which briefly introduces the theoretical basis of the full-text research;the second part uses the Porter’s five-force model and enterprise resource theory to focus on the internal and external environment analysis of UC China;Partial analysis of UC China’s main product lines through product competition theory and product optimization theory in product competition theory and product strategy theory,using BCG matrix tools to further summarize UC China’s existing product strategy;the last part is in the above On the basis of the research,through the analysis of product strategy theory and internal and external environment,it is proposed that UC China sanitary napkins,infants and adult diapers adopt different strategies for improvement,centralized strategy and cost leadership strategy,and adopt leading development separately.Advice on new development strategies for follow-up development strategies and improved development strategies.Based on the relevant theory of product strategy,this paper summarizes the status of the product strategy of UC China’s main product lines and proposes financial and market forecasts,which has reference significance for enterprises in the fast-moving consumer goods industry.