The Strategy Study Of Y Company's Motorcycle Product

Since China's reform and opening up, the economy of China have been high speed development, urbanization process accelerated and road transportation market infrastructure also usher in explosive growth. Infrastructure related sector also won the huge business opportunities and market, the motorcycle industry is one of them. After decades of reform and opening up, China has already become a motorcycle production and sales of power. But overall slowdown in the domestic market economy and the fierce competition in the market, market segmentation is more obvious, plus the industry brand effect obviously, relevant state departments to strengthen supervision, strongly influence the development of motorcycle industry. So, in today's motorcycle manufacturers product strategy need further attention.However, What kind of product strategy should we make? How to make product plan? How to cope with peer competition? How to carry out market segmentation and effective market positioning, and build what kind of product line? These issues are critical for Y motorcycle to make decision.This thesis takes the Y motorcycle company as the research object, analyzes the present situation of China's motorcycle industry and problems. First of all, reviewe and analyze research status at home and abroad, including the core competence theory, Customers' demands theory and market segment theory.The whole framework of the system based on product planning related theory model, including:market segmentation and target market selection, consumer research and product positioning. By using five analysis and a PEST analysis for the company's internal management and external environment comprehensive analysis, the main factors influencing the development of the enterprise, using the method of SWOT analysis studies the advantages and disadvantages as well as the the opportunities and challenges, and investigate customers' demands f. Combined with the company's mission and vision is proposed using the brand, technology, research and development, and advanced the development of marketing channel and management advantages, to achieve high ranking product strategy.