Research On Product Mix Strategy Of FK Company

With the development of science and technology, the pace of development of coal mine safety technology and equipment industry has ushered in the spring of their own". All kinds of advanced technology used in production and product itself. Promote the technical level of China’s coal mine safety technology and equipment industry has been greatly improved. For the reform of technology, market maturity and coal mine safety production culture gradually popular, it is FK company is facing a rare good opportunity for development. But the increasingly fierce competition market, the requirements of the enterprise products more and more demanding. Not only to improve the level of product technical requirements, but also the applicability of the product put forward higher requirements. For the new changes in the market, FK company how to remain invincible in the market, no doubt to start from the following aspects:to reduce product costs, increase scientific research and scientific and reasonable differences in product service. The solution to these problems is to promote the enterprise product portfolio more optimization, so that the enterprise product portfolio more scientific rationality, clear and effective, in order to help the enterprise long-term progress and development.This article first related to product portfolio theory are introduced, focusing on product analyzes the market environment of FK company. Second using PEST analysis method for coal mine safety technology and equipment FK company market macro environment are analyzed in detail, combined with porter five models of domestic and international market competition situation faced by the company FK product of FK company’s key factors such as suppliers, customers, competitors, substitutes were studied. An objective analysis of the final detailed analysis by using Boston matrix product combination the characteristics of FK company. On this basis, using the theory of product combination, expand our product portfolio so as to put forward FK width, moderately reduce the length of the product mix, optimization of product line depth, speed up the correlation of each product line and speed up the product research and development efforts to optimize product portfolio strategy. Then put forward the strategy to perform specific security advice, including:to raise the brand marketing, expand new product technology research and development, set up special coordination organization measures, etc.