Study On The Product-Market Strategy Based On The Core Competence

Along with the market from seller's market to buyer's market, the marketdemand is changing from satisfying the basal function of products to requiring thediversification, individuation and multi-accessional characters of products. Thelifecycle of products is increasingly shortening. Former competition betweencorporations is mainly through the manufacturing ability of little variety, big batchesand low cost, but with the environment increasingly complicated and variational, it'snecessary to displace the competition way with new one, which is based on corecompetence, directed by market demand and by developing new products continually.Based on core competence and platform theory, this paper carries on the studyon the product-market strategy analysis, design and evaluation, at the same timeadopts and proposes some operational methods and models. The main work of thispaper is as the followings:In chapter 1, on the basis of the review of related studies, this paper points outthe status quo of the lack of the study on combining core competence theory andproduct-market strategy and puts forward its subject to this problem.In chapter 2, through analyzing the corporation's own resources and abilitiesfirstly and then the exterior environments and the market, this paper seeks to find theappropriate market chance that matches with the corporation's own preponderant andpeculiar technology, thus a combined model is established. All the work sets up thefoundation of designing the product-market strategy.In chapter 3, how to choose business fields based on core competence isexpounded and the framework of platform strategy based on core competence isproposed. The framework conforms core competence and the market demand andshows the logic process from core competence to technology platform, to productplatform, to product line, finally to final products. Then the dynamic renewals in thediscussed approach are examined on the basis of the static framework. The platformdesign methods based on model parameters and function analysis are described.In chapter 4, the designed product-market strategy is evaluated from theperspectives of evaluation standard and evaluation method.In chapter 5, a case study on the corporation of Jiebao of Zhangjiakou is putforward.