Study On Product Mix Optimization Straty Of Dongfeng Nissan Passenger Vehicle Company

With the rapid development of China's economy,China's auto industry develops rapidly.The sales volume of automobiles broke a new record and became a shining star of economic growth in 2016.As a joint venture,Dongfeng Nissan keeps developing with growth rate above industrial average at the beginning,but slowed down after 2012 with below industrial average rate.What's the matter with Dongfeng Nissan? How to find a solution and improve the corporate competitiveness facing the external environment and using its own features and advantageous resources?Starting from the external environment and status of auto industry,the paper fully analyzes the opportunities and threats of external environment through the PEST method;and finds advantages and disadvantages of products mix through complete analysis from three dimensions(width,length and depth of the product line-up)and comparative analysis with the competitors by using method of benchmarking,then uses the SWOT analysis tool to develop a series of alternative strategic proposals for optimizing the company's product mix.Subsequently,aiming at the further detailed analysis of the strategic proposal,the paper performs analysis of Dongfeng Nissan's products separately from three dimensions of the product mix,and proposes that the products layout to be adjusted considering segment distribution,products variety to be optimized considering product category,and product content and engine type to be optimized considering customer available specifications.Meanwhile,the paper puts forward that in order to ensure the success and effect of product mix optimization,supporting measures need to be conducted such as manufacturing systematic competitiveness improvement,product development synchronization and engine technology innovation.During the research,the paper analyzes the status of the industry and competitors and fully understand the industrial data through combination of the macro and micro analysis,and comprehensive linking of theory and practice.In the process,the paper adopts the methods of data survey,data analysis,benchmarking,literature research,qualitative research,experience summary,etc.These methods has profound guiding significance for providing more scientific and effective means for the development of Dongfeng Nissan's optimizing product mix strategy and also provide certain reference and example for the industry's product mix analysis.