A Study On Product Innovation Strategy For Developing U.S. Market Of HZ Company

The world financial crisis and the European Sovereign Debt Crisis has great impact to the export-orient HZ Company. Finding the way to expand market and maintain solid operation is the key to the further development of HZ Company.By analyzing the actual business status of HZ Company whose main products are electric coffeemakers, this thesis reveal that U.S. market has vast opportunities for electric coffeemakers, but HZ company take very limited market share, it is very important to develop U.S. market.Then, based on the marketing and product strategies, and related literature to form a DCAP module, from customer demands, industry competition, company's ability and marketing position, these four factors to analyses product innovation strategies for HZ Company.The core conclusion of this thesis is that HZ Company should base on its own advantages, position at potential market, carry out suitable product innovation strategies from various angles, thus to open up the market channel to U.S. market, which is “providing innovated products that can delivery excellent taste and experience of brewing coffee for consumers”, and apply the differentiation and combination strategy in product features, incremental innovation strategy in product technology, cooperative development strategy in product resources, multi-level strategy in product levels, and regeneration strategy in product schedule. This thesis also provides suggestions for implementation for how to carry out these strategies.