Product Structure Adjustment Of SPARK Ltd. Based On Competitive Advantages

The background of this study is under the environment of the deepening of the market economy, the rapid development of the Chinese economy into low-speed development, overcapacity and structural contradiction, the product structure adjustment entered a crucial stage, enterprises are facing an important choice “without innovation, we perish”, structural adjustment is imperative. This paper studies the enterprises where the machine tool industry has entered a special period, that is, a new economic normality of machine tool industry, namely "low stabilization" of the operating state, improve the enterprises core competitiveness with the product structure adjustment is a historical trend. Enterprises can only remain in an invincible position under the complex economic situation by constantly enhancing their core competitiveness and technological levels in the practice of product structure adjustment.Based on the above research background, in this paper, on the basis of the study of relevant theories, in view of the development status、trends and competition environment of a third-line enterprise of machine tool industry in western China, from the perspective of the "propose research topics, analyze and solve the problems according to the machine tool industry and enterprise development present situation for the train of thought for research. By combining the theoretical analysis and empirical analysis as well as indicators of the same period of comparison between the different research methods, etc., to relevant management theory(tool) for the full text of the main theoretical basis for the study of enterprise product decisions. First analyze the Spark’s competition situation, mainly analyzes the internal and external environment of the company, as well as the competition situation. Secondly through the relationship between the relevant theory and the product structure adjustment, and how to use the correlation theory in the enterprise’s product adjustment process. To guide the study of product structure, and puts forward the design of the product structure adjustment scheme of Spark, afterwards expounds the approach of practice and supporting measures of Spark’s product structure adjustment scheme. Finally set forth a summary of the relationship between the core competitiveness and product structure adjustment". Based on product structure adjustment and development of competitive advantage, and achieve the virtuous circle of the core competitiveness and product structure adjustment to keep the enterprise has a long-term, sustained competitive advantage and will bring a more broad space for development, therefore, enterprises can maintain built to last.The purpose of this paper is to study under the new economic situation, the enterprises in the industry for economic growth cycle has been broken, it is entering a new stage of development “total output decline, structural upgrading”, it has a very practical significance for the research of the core competitiveness of the product structure adjustment practice process of the enterprise. It is a positive reference for Spark self-development and other enterprises that face the same problem.