Products Differentiation Study Of Electric Bicycle Enterprise

This paper reviews the history of electric bicycle industry development and describes the current industry layout. The paper also makes analysis in the causes of the fast development of electric bicycle in China, present stage in life cycle then characteristics of current industry stages based on theory of Product Life Cycle. SWOT analysis is deployed to give the choices of strategy for the company which gains the leadership in the industry: Differentiation strategy is for the current competition, and blue ocean strategy is for the long development of company by making the future plan.Differentiation strategy need be applied to strengthen R&D with the key to diversify the products to 3 levels: To confront with market competition, products R&D must be taken seriously and more models are essential; To go deeper, the R&D need be extended to upstream participants to make mutual efforts to enhance their ability in this area and increase the power of resources integration, and make collective growth; In the long run, the enterprise should focus on the development of the industry and lead the technology trend of the industry with proper follow-up and study of basic technologies.The future plan for the enterprise was discussed considering the Blue Ocean strategy and how to expand the bicycle industry to new fields such as E-tricycle, E-quadricycle and E-vehicle further.By the end, case study is made on XR as an electric bicycle manufacture; and some advice is given on how XR implements the product differentiation strategy, and how the enterprise will develop in the future.