A Research Of Product Strategy Of Xi'an Xi Dian Transformer Limited Company

Product strategy is the whole plan for the long-term survival and continuous development under the new strong changing environment. On the basis of the core competence theory, the essential success factors theory and the strategy management theory, by the quantitative analysis and the qualitative analysis, This paper researches the product strategy of Xi'an Xi dian Transformer Limited Company and give a scientific basis for the decision-making of the company.The microenvironment, the industry environment, the competition are analyzed and evaluated with PEST method, Porter model and EFE matrix in this paper. With the resources condition analysis, core competitiveness analysis and IFE matrix analysis, the internal environment of Xi'an Xi dian Transformer Limited Company is analyzed and evaluated and the problems in the operation of this company are analyzed. Through the analysis of SWOT matrix and QSPM matrix, the product development strategy is determined as the company's product strategy, meanwhile the product development strategy is researched in detail, as a result the product competence is improved further.In the end, the tactics and measures for implementation of the company's product strategy is researched in this paper, i.e. rectification of old products, development of new products, product combination tactics and product brand tactics.Through the demonstration analysis to the products strategy of Xi'an Xi dian Transformer Limited Company, this paper have a practical value to products strategy management of Xi'an Xi dian Transformer Limited Company and have a reference role to the other transformer enterprises.