The Product Upgrade And Self-brand Creation Research Of Guangxi XWL Company

Guangxi XWL company is a pressure sensitive resistance for core product electronic components foundry enterprise, at present already has some of the production and scientific research ability, like many other foundry enterprise, the company is facing transformation and upgrade, this paper XWL company product upgrades and self-brand strategy.This article mainly for over four research. First, the article analysised XWL company developing history and present status, and found out the problems of company product upgrades and brand creation, mainly including technical strength, product structure, market channel, management ability, product core competitiveness, etc. Secondly, according to industry characteristics and enterprise’s actual situation proposed the enterprise product upgrading the five kinds of ways:1. Concentric diversified products according to spread;2. According to the market demand for products upgrade;3. Through the cooperation innovation in product upgrades;4. According to the pressure sensitive trade policies and standard product upgrades;5. According to industry boundary blur to upgrade. Finally, through the external environment analysis and internal resources analysis, from the other enterprise brand creation path and pattern, and put forward the XWL company brand should take OEM, ODM, OBM synchronous coordination development pattern, through the gradually to the industry chain from both ends, cultivate the various abilities, take four department go to achieve the company’s branding strategy. Finally, this paper summarizes the XWL company product and brand upgrade risk, and puts forward the corresponding avoidance and other supporting measures.