Research On Product Portfolio Strategy Of H Company

With the rapid development of China’s economy and the increasing market demand, the rapid development of China adhesives, foreign enterprises with its advanced technology and excellent R & D capabilities, have come to China to invest and build factories. Between domestic brands and foreign enterprises, who can in the fierce competition in the market under the condition of superior and recognized by the market, who can stand the market and consumer test. Effective product portfolio is the fundamental guarantee for the enterprise to be in an invincible position in the market. Enterprises will be according to their own product characteristics in a field occupies a place, but how can so that enterprises in the changing market conditions, expand the business scope, enhance enterprise competitiveness. This is every enterprise needs careful analysis, a detailed study of the important issues. Through the competitive products of the grasp of the target market demand and competitor, make product packaging, logistics and service decision based, timely adjustment of product structure, always keep the dynamic balance of product mix, product portfolio of long-term profit maximization. It is an important content of the enterprise and macro regulation and control. Product competitiveness enhancement, is conducive to the extension and development of the industrial chain, is conducive to the expansion of the scale of the industry, optimization and upgrading to promote local economic development, improve the residents’ income, expanding employment, enhance corporate visibility.This paper analyzes the important function of the product combination to the development of the enterprise, and points out the necessity of the enterprise to carry on the product combination strategy. Through the analysis of H adhesive company product mix of the depth, width and correlation degree, using the Boston matrix method, three dimensional analysis chart, capital profit rate analysis method, to the enterprise product mix optimization analysis. According to market demand, this paper puts forward concrete measures to expand, reduce, increase the added value of old products, and accurately carry out product project positioning. Reasonable product mix can promote the healthy allocation of enterprise resources, resource optimization, thereby increasing the overall value of the product, so that the enterprise is always in the forefront of the industry.Hope that through this paper, the H adhesive company’s product portfolio decisions play a guiding role, but also hope that more companies concerned about product portfolio, to achieve sustainable and healthy development of enterprises.