The Research On The Strategy Of Product Combination Of Furniture Enterprise

Carries on the product combination optimization adjustment to become an urgent duty of the current furniture enterprise. Using the product combination optimization strategy is one of important strategies which the furniture enterprise grows strong.This article mainly analyzes the main restriction fact of the furniture enterprise product combination and the basic principle which is followed, discusses how to use the product combination appraisal tool to carries on the optimization and the adjustment to the furniture product combination, founds product combination optimization flow chart, and mainly discusses several kind of product combination strategies which the furniture enterprise can chose.Obtained from the analysis of the overall concept of furniture product and the elementary theory of product combination, proposed the furniture product combination should follow several basic principles which are the economic efficiency principle, the systemic principle, the technology-oriented principle, the market direction principle, the rational distribution, the principle of doing what one can as well as satisfies the consumer demand principle and so on. Pointed out the influence furniture enterprise implements the product combination strategy including the furniture enterprise external environment, the enterprise internal resources, the furniture produce market environment and the furniture product own several main restrictions factor, and analyzed the product combination to the furniture enterprise's significance.Using product combination appraisal analysis tool including Boston matrix analytic method, GE matrix analytic method as well as product life cycle analytic method elementary theory, initially has discussed the product combination optimization framework chart.Proposed the necessity of the furniture enterprise implements the product combination as well as the adjustment and the optimized product combination basic mentality, including takes the furniture design, strengthens the technical innovation and the craft improvement, the coordinated enterprise internal management and revolves the market supply and demand to change adjusts and the optimization and so on. In the foundation of product combination optimization model, unified the successful furniture enterprise cases, Proposed a series of suits the furniture enterprise the product combination strategy which were the magnified product combination, reduces the product combination, the difference product combination, extends the product line (including upwardly to extend, extends to under as well as bidirectional extends and so on strategy) as well as the product line fill and so on.Analyzed the utilization of product combination strategy in the product lifecycle various stages, including inducts the stage the goods in short supply combination strategy, the growth stage product combination diversification strategy, the mature stage and the decline stage product combination strategy and so on.Put forward the proposal of optimizing furniture enterprise product combination strategy, including pays great attention to using and raising of talented person's, enlarges with the colleges and universities dialogue dynamics, completes the scientific market analysis, strengthens in the marketing management, combines the structure the reasonably, prioritizes characteristic product and analyzes the customer demand thoroughly, promote the product harmonious development and so on.