Research Of Enhancement Strategies On Product Core Competition Edge For Novi Footwear Service Co. Ltd.

With continuous global economic downturn since the2008financial crisis, competition in footwear industry, which is the typical labor-intensive and cost-sensitive business model, is getting increasingly fierce across the world market. Even the basic business survival is getting harder and harder. Such tough and realistic business situation has forced every shoe company to put "Survival and Sustainable Development" at the Top priority.In this depressing and tough period, how to survive and stand firm and sustainable in such competition market? Core Competition Edge to surpass clients’ value expectation is the answer! Especially, the Product Core Competition Edge which is the tangible reflection of whole company comprehensive strength, is playing one vital role in this competition. Shoe as the solid form, whether it can attract the consumers and build strong loyal client base for brand, is the most important success factor in the market competition. Finding out internal strengths and advantages of resources and abilities, and focusing energy on fostering and enhancing Product Core Competition Edge, are the primary task in the long-term business strategy, and this is just our main topic and purpose in this dissertation.Based on the current situation of Novi Footwear Service Co. Ltd., deep analysis has been made to build our real product competition edge. Meanwhile, we raise the concrete strategies on how to enhance the product core competition edge in the fierce competition in nowaday shoe industry. According to the latest theories on Core Competition Edge from home and abroad, we make the detailed analysis on Novi product value chain; and by using benchmarking company "ZARA" in a comparative way, we can find out the real Product Core Competition Edge for Novi. Around this New Product Core Competition Edge, specific strategies and concrete acts are put forward to enhance this core edge. Finally, to ensure we can achieve the set Enhancement Strategies as planned, we list out the secure measures to ensure the proper implementation for future.At the last part of this dissertation, we base on our analysis and enhancement strategies to come to conclusion as well as some pending issues that may be further discussed in the coming days.