Tudy On KOONER Company’s Product Strategic Studies

Product strategy is a process which seeking dynamic equilibrium between the enterprises themselves with the changing external market environment, but also a guiding framework of the enterprise development. With the deepening of the current economic globalization, enterprises want to keep sustainable and healthful development in the complex commercial areas, they must to master the modern enterprise management mode, and pay attention to product development strategy in the era of rapid technological change. Obviously, enterprises wishing to seek balanced development in this environment, they must be timely change and respond quickly in the different internal and external environment for development, and make business and development environment to match. External environment, especially the format of the industry in which there is a greater change or entering a new growth phase need to make strategic adjustments to products and operating mode, or both, enterprises must to self-regulate to the internal and external environment changes, to seek a dynamic equilibrium, to select the new product strategy. The new product strategy must to highlight the effective integration of the future direction and development goals.This paper first introduces the research background, meaning, content and ideas, then analysis by the external environment, pointed out that the main product of KOONER Company--the information imaging products face intense competition, product homogeneity serious, and face the reality of the bottleneck of the development and the good momentum of development of the enterprise innovation business. Through the analysis of the internal environment, the paper show that although the development breakthrough of the main product of KOONER Company was not found, and the management of the supply chain, there are also disadvantages, but there are advantages in the core competitiveness of enterprises,such as the level of operational management and technology development. The paper further argues that the development of information imaging products for technology upgrades, both before and after the transition-the main product line-side extension, hardware and software integration, and be the feasibility of the information imaging solutions provider. Finally, the paper further clarify the transformation target, closely with KOONER Company’s own characteristics, Rely on the core competitiveness of enterprises, based on the transformation of the main products for the spindle, technological upgrading of products and provide customers with complete solutions for the direction of the transformation, developed a set of progressive transformation plan,to enable enterprises to get rid of a single manufacturing model to focus on the development, design, innovation and development and provide customers with total solutions. Therefore, company’s products transformation strategy has important significance to the development of KOONER.The paper is divided into five parts, the first part is the introduction, the second part is the macro environment analysis, the third part is the analysis of the internal environment, the fourth part is the formulation of development strategies, and the fifth part is the implementation of the strategy safeguards.Through research and analysis, this paper argues that KOONER Company should enhance products transition, provide customers with complete product solutions as a start, optimize internal resources, set and develop internal and external environment to adapt to the corporate structure and strategies to achieve the strategic objectives of the new choice. This article hopes to provide a valid reference for the KOONER Company’s decision of Restructuring and development strategy, and provide guidance for maintaining a long-term competitive advantage and promoting its further development.