The Research On The Marketing Competition Strategy Of A Company’s Navigation Product

GPS (global positioning system) GPS (global positioning system) is a vast universe and aerospace engineering which is proposed and implemented by the United States. With the development of GPS system, the application in civilian area of the GPS has showed powerful vitality. The global surface, high precision positioning technology has made GPS used widely in maritime, aerospace, measurement, motion vector control and other fields. In2010, the first year of China’s "Twelfth Five" plan, government pointed navigation and location service industry as new state strategic industry and had planned to give key support. Therefore, the future development of navigation industry will be full of opportunity, and the competition will become more intense. In satellite navigation and positioning industry, A company is one of the leadings, and one of the first group entering into navigation field. However, as the navigation market gradually becomes mature, more and more new entrants step into this field, and the continuous advancement in technology, A company gradually couldn’t catch up with the pace of the market. Although market scale has kept increasing, the market share has been shrinking. So, the study of market competitive strategy for the companies in GPS Auto navigation fields plays an important role in their future development.This paper points the present development of China’s GPS Auto navigation industry as the analysis entry point. For the problems encountered by A company in GPS market, it makes a deep research on the GPS market segmentation and positioning, and it makes a detailed analysis for the A company’s advantage and disadvantage with the tool of SWOT. On the basis of the above analysis, it schedules the overall future developing strategy, and makes a specific implementation plan.