| The product strategy is the foundation for the enterprise to develop and to be concerned with the market competition. After China joined in WTO, world famous companies in the transformer special equipment field reinforced their promotion in China. The competition in Chinese transformer special equipment market becomes fiercer. Facing the dramatic change of the environment, how to establish suitable product strategy rapidly becomes a practical demand for QY Company.This paper takes QY Company as the research object, under the guidance of modern strategic management theory and marketing theory, uses quantitative and qualitative analysis methods of product strategy to establish the development stratagem and strategy. By the means of SWOT analysis, the strengths and weaknesses of QY comparing with competitors and the threats to and opportunities for QY causing by the changing of the environment are identified. On this basis, the paper analyzes the market positions, profitability, and market demand prospect of five main product lines of QY comprehensively. According to different market features of each product, method of twice moving average, the third-order smoothing, Delphi method, and Gompertz curve have been used to predict the recent market demand of QY's main products. And BCG and GE matrix are integratedly used to evaluate all 13 product lines of QY. Finally, based on the comprehensive analysis of the situation of product combination of QY, newest and mature thoughts and methods for product strategy are used in this paper, and adjusting strategy of exiting products and strategy of new product development have been presented.The research of this paper has important and realistic significance for QY to keep continual competitive advantage in the ever-changing market. And it also has referential values for companies transformer special equipment industry and other medium-small size high-technology companies... |
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