Research On The Product Mix Of Sichuan Changhong

The product strategy is the best basic strategy of the 4P strategies. It is directly related to the success and fail of the company. During the process of development of a company, it is not enough that a company depends on only a product item. It must stretch product line to consummate the product line and expand it to increase the product lines amount. Furthermore, it must manage its brand strategy and build its product line management organization to sustain the development of its product lines.A company often make a lot mistake when the managers draft the product portfolio strategy, and the mistake seriously affect the development of the company. The article' s research target is Sichuan Changhong Company. Hoping to give some useful advice and references to Sichuan Changhong, the writer tries to find out the product mix strategy reasonable dimensions and the problem, on the basis of the related marketing management theories and his spot research and analysis. The article is based on the combination of theories and facts. To make feasible product mix strategies, company should take full consideration of the company history influence.Meanwhile, Changhong Company is a typical delegate of the state-ownership company, the many problems of its product mixmanagement exist in the other company. The writer contrast the product mix management of the Haier Company and the TCL Company and hopes to give some useful references to the other big company.The first, the article makes brief introduction to the product mix. Then the. writer analyses the important significance from four dimensions: the marketing security, the marketing, the sales volume and the company growing up. Next the writer makes introduction the basic analysis model of the product mix strategy. The writer analyses the Changhong Company product mix with the analysis model, on the basis of analysis of the company development history, and find out the reasonable side and the problem from this dimensions: stretch and expand of product mix product life cycle, product position and benefit structure brand management and organization structure. Finally, the writer gives some useful advice and references from different dimensions.The article analyzes the product mix strategy not only with the related product decision theories but also with the brand management theories organization structure theories, company growing up theories, competition strategy and marketing security theories. The writer analyzes the related dimensions around the product mix. The method is beneficial to building the perfect and reasonable product mix management model. The train of thought is a new ideas in the article.