Research On Product Strategy For QXZD Company

For achieving great goals,enterprises always draw up an overall and long-term plan called enterprise strategy,which is the core of enterprise's direction and the important factor to decide whether the business can be successful.The foundation of enterprise strategy is product strategy which help enterprises to survive and develop in a fierce and challenging environment.Product strategy is closely related to technology development,production management,marketing and after-sales service.With the development of electric vehicles and with the continuous progress of consumer electronics,the business of lithium-ion battery is facing a rapid development period.The business of lithium battery equipment,which is the backbone of the lithium battery business,also develop rapidly.As a lithium battery equipment manufacturing company,QXZD has made some achievements with more than 20 years development.However,the increasingly fierce market competition and local industrial policy restrictions has raised its problems on product strategy,that is caused the problems in technology,management and marketing.For the consideration of long-term development of QXZD,we need to combine the opportunities of external environment,take advantage of internal advantages of enterprises,avoid external threats and reduce our own weaknesses,and then formulate suitable product strategies for business development.This paper takes the QXZD company as the research object,combined with the current development of the lithium battery industry,integrated the theory of product strategy,used PEST,Five Forces Model,SWOT methods to analyze the company's internal and external environment,deeply studied the company's strengths,weaknesses,opportunities and threats,finally come to conclusion that the company's product strategy should be leading style development strategy.According to the company's product strategy,the paper puts forward corresponding suggestions in organizational system,R & D system,quality assurance system,marketing and service system,in order to provide references for the development of QXZD.