The Research Of Product Adjusting Strategies And Tactics Of Nanfang Motor Co.,Ltd

With the development of science and technology and the alteration acceleration of social life, fierce market competition and personalized consumption lead to drastic decrease of the utilization period of the product. Inter-enterprise competitions mostly embody the competitions of enterprise values and concentration abilities. Every organization faces the strategic challenges originated from the continuously changing markets and intensively competing surroundings.The management of product strategies has become the emphases and nucleus of operation and administration production-oriented enterprises. According to the situations of customer requirements and market development, taking advantage of the existing resources, each responsible enterprise leader must clarify the development direction of the corporation, considering does and non-does. Further more, they shall establish the corresponding strategies, adopt effective and feasible countermeasures, ensuring the realization of the whole plan. Hence, the following questions appear: what products shall the enterprises produce? How do the enterprises develop their characteristic best-sellers? How do the enterprises reasonably distribute the production resources? How do the enterprises guarantee the qualified products?Nanfang Motor Limited Company (Hereinafter "the Company") has grown up from small to broad in scale, from weak to power in strength over past forty years, in 1957, successfully developed the first motorcycle engine in china, in 1990, Nanfang motorcycles had beautiful demonstration on Beijing Asian Games. But the Company producing and operating had been very difficult because internal market sell rate of the motorcycles had been down since 1995. Therefore adjusting product strategy are very important for the Company.This article discusses the opportunities and challenges faced by "the Company" with product lifecycle theory, brand marketing theory, competition analytic method and related product strategy theories and methods. The paper further analyzes the current operations in the company's product lines such as motorcycles and automobile parts etc, and clarifies the company's adjusting product strategy through investigating the Company situation and markets of motorcycles and automobile parts. It formulates a total automobile parts strategy adjusting programs, developing automobile parts tactic which includes brand marketing tactic, integrated technique tactic, integrated business tactic, quality and cost tactic, talents tactic etc.