Research On Product Development Strategy Of Electronic Auto Parts Of GL Group

Product development strategy of certain enterprise is the combination of future products and product lines which were planned through analysing the external and internal environment and also refering to the development stratergy and its own position. the establishment of the product development strategy of a certain enterprise contrains 4 constraints, the 1st one lays on full consideration to the enterprise overall strategy and various target markets developing trends as well as the market demands, the 2nd one is the enterprise technology development, the 3rd one is the product development strategy of the future, and the last one is the assurement of implamentation. The product development strategy of certain enterprise is the final choice and decision after a thoroughly thinking and a forward-looking congnition to the challenge and opportunity of the market, advantange and disadvantage of internal resources of the enterprise. The product development strategy is the military roadmap, the orientation and guidiance to poduct development of an enterprise.As a main company of GL group ‘s bus bussness section, GL Auto parts provide a variety of products for GL bus company, such as CAN bus system, new energy electi-control system, wire harnesses, side door and passenger door, axle, muffler, interior products, air conditioning systems. As a core company of GL group, GL bus is in the leading positon of Chinese bus industry. The development trend of electronic, intelligent, informatization, new energy forces morden vehicles need more and more electronic components as control ECUs, for example: body electronic components controlling and diagnosising, body signal collection, body and chassis system control, vehicle infotainment system, new energy vehicle power system driving and controlling. With the development of the bus industry and OEM’s demand, GL auto parts—main parts supplier of GL bus company needs to respond to challenges affirmatively, planning、developing and launching more electronic auto parts to meet requirement of the market. with the limited enterprise resources, how to arrange product line and how to layout product inside a product line reasonablily becomes a topic which needs electronic auto parts business manager to research continuously, since resources inside a certain enterprise is very limited.Firstly various business segments of GL group are introduced separately in this paper. through the analysis of strategic requirements and vision of the GL parts company, combined with research on existing product layout and development status of electronics auto parts in bus industry, the common comptetition stretagy and product line that GL parts company should choose are proposed, that is- new energy system product line, body parts product line, power system product line, intelligent information product line. Then a thoroughly analysis and evaluation of GL parts’ s internal and external environment are carried out, which demonstrate opportunities 、threats、 advantages and disadvantages of the product lines that attract GL parts. Finally, comprehensive SWOT analysis of each product line is given out based on the preceding analysis of inside and outside evrimonent of GL Parts Company. the protential product development strategy of each product line is suggested combined with the different development phase and divisity condition of different product line in GL auto Parts Company. Considering product line selection principle and the general competition strategy of GL auto Parts Company, and also taking development strategy requirements of GL group into account, product development strategy of each poduct line that GL parts decides to enter are choosen out in product develop and management aspects respectively. Various assurance measures that GL parts company adopts to implement product develop strategy are demonstrated depicitly at the end of the paper, which consider from the following aspect: organization optimization, measures that enhance the product competition, product development ability improvement, product promotion measures etc.