| Now, the keen and ruthless competition on the Chinese car market is not second to a military war. During the competition on the market, only the one who can make unexpectable moves can have the advantage of other rivals and become the focus of customer attention. In pace with the continuous and steady development of national economy and the steady increase of the national income, the Chinese car industry is developing rapidly. Especially since China joined WTO in 2002, the Chinese car market has been expanding quickly. Transnational car corporations came pouring in one after another, to scramble for the last potential car market in the world. As the Chinese car market of today is getting more and more internationalized, the homogeneity degree of products is getting higher and higher and the competition is escalating, the Chinese car industry is facing an unprecedented challenge and the pressure on the enterprises'existence and development is becoming heavier and heavier. Moreover, because the market is full of hazard, the update of products id speeding up and the customer's demands are getting more and more complicated and varied, it is unable for enterprises to avoid effectively the great operation risks, relying only on the traditional marketing experience. Therefore, the function of product strategic plan is getting more and more important. "Know the enemy and know yourself, and you can fight a hundred battles with no danger of defeat."In the managing strategy of an enterprise, the product strategic plan is the core. It has been the major strategic means for car enterprises to strengthen their competing capacity and advantages and to strive for existence and development in the keen competition of the future, to utilize scientifically the information resources, to make scientific analysis on the competing environment and rivals and the enterprises'resources, to raise the capacity to master the marketing competition and to meet the competing environment. The Chinese car enterprises pay more and more attention to the study on product strategy, expecting to develop a scientific product strategic plan to direct the marketing operation to meet the development of the market and the demands of customers, in order to keep exuberant vitalities and to lead the enterprises to the way of success. The First Automobile Works is a state-owned oversized car manufacturing enterprise. Through its development for half a century, an entire car manufacturing pattern has been formed, including all the series of middle, heavy, light, micro, sedan and bus vehicles, of which each one has several models. It has nearly 20 subsidiary companies to manufacture entire cars (including sole and joint companies), but the product strategic planning levels of each company are uneven, and the companies with their own brands of entire cars are especially weak in product strategic planning, without a scientific and standardized system. In order to meet the demand of the future car market, to strive for existence and development in the keen competition and to realize the long-term strategic aim of the First Automobile Works, it is desiderated to standardize the product strategic plan of the First Automobile Works, so as to provide a scientific method for the strategic plan for the products with its own brand. The study on the product strategic plan of the First Automobile Works shall bebased on the ripe experience of the product strategic plans of the Chinese car enterprises, in accordance with the characteristics of the present Chinese car market and the developing status of the First Automobile Works, by following the principles of rationality, maneuverability and expansibility. The whole process of the planning of the product strategy shall be described clearly and the key factors and the relations between the key factors shall be formulated. First of all, an analysis shall be made on the actuality of the product strategic plan of the Chinese car enterprise. At present, the product strategic plans of the Chinese car enterprises are made mainly in the following 3 patterns: the 1st one is the pattern of domestic enterprises, in which the enterprise makes the plan by itself, by taking in and learning from foreign theories and methods; the 2nd is the pattern of consulting firm, by inviting foreign consulting firms to make the product strategic plan; the 3rd is the pattern of joint venture, making product strategic plan under the direction of the experts of the foreign partner. We analyzed the product strategic planning practices of the 3 patterns, including the key factors and means of product strategic plan, with the Canghe Automobile Company representing the pattern of domestic enterprises, the First Automobile Works —Volkswagen representing the pattern of joint venture and the Dongfeng Automobile Company representing the pattern of consulting firm. Secondly, it is to draw up the basic plan for the product strategy of the First Automobile Works. First, to establish the basic framework of evaluating system of the product strategic plan of the First Automobile Works. The product strategic plan of the First Automobile Works is drawn up mainly according to the strategic opportunity of the market and the long-term strategic goal of the enterprise, ofwhich the evaluation on the strategic opportunity of the market consists mainly of the following 3 norms: beneficial factors, developing factors and competitive factors. The beneficial factors shall be evaluated mainly by the average rate of profit on the market; the developing factors by rate of selling growth and market capacity; competitive factors by numbers of competitive bands (strong or weak), degree of trade centralization and customer satisfaction, market position, market share, production capacity, technological strength, selling capacity and fund-raising capacity etc. Second, to set the evaluating method for all the targets. In accordance with the degrees of importance, weighted values shall be set on all the targets in the evaluating system; on the basis of analysis on the target factors, the targets shall be changed into relatively quantitative values; to make a comprehensive calculation on the targets by linear weighted method and to make an overall evaluation on the subdivided market. Third, to formulate the product strategic plan. To determine the enterprise's product strategy, according to the strategic opportunities of the market and in combination with the long-term developing goal of the enterprise. Finally, methods of the product strategic plan of the First Automobile Works shall be applied by the Jiefang Truck Company. By analyzing the major factors, to evaluate the strategic opportunity of the middle and heavy-duty trucks on the market and to formulate the product strategic plan of the Jiefang Truck Company, in combination of the enterprise's strategic goal: first, to make heavy-duty truck a leading product for future development, to increase investment to establish the leading position of heavy-duty truck; second, to formulate a profit-making strategy for middle-duty truck to keep its market share; third, to improve the product mix, by consolidating the dumper truck market and speeding up the development of tractor truck; 4th, to place emphasis on the characteristics of products, paying... |
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