CJ Company's Product Competition Strategy Research

CJ company is the subsidiary of DL group based on R&D printing chip products,secondary home market-share.With the rapid rise of apexmic,Print-Rite technology enterprises,continuous integration of resources industry chain,market competition,price war,the company continued to narrow the development space of CJ.Therefore,how to seize the opportunities for development in the market competition,get rid of the price war,entered a brand-new development track,the CJ company's competitive advantage and product positioning,product strategy will be the key to CJ's future progress and development.This paper introduces the current situation of competitive strategy theory research at home and abroad,and analyzes the situation of DL group and CJ company,and the existing product competition strategy in detail.The use of Potter's "five forces" model and PEST analysis method to analyze and evaluate the current CJ company's macro environment,industry environment situation,we can see that the CJ is currently facing the demand of market segmentation and new consumption trend highlights the opportunities,but also can not avoid the fierce competition in the industry,strong competitors and other threats.Through the comprehensive analysis of the advantages and disadvantages of CJ company's internal resources,the company currently have advantages of the DL group,R&D team and technology,market resources,but the existence disadvantages of single structure of product,dependence of hardware equipment,problem of supply chain.The use of SWOT make a strategic choice of product competition strategy,and to determine the competitive strategy of differentiated products.This article from the organizational adjustment/optimization,team building,assessment implementation,cultural construction etc.,to ensure the effective implementation of the strategy,product competition strategy recommendations.In this paper,the core strategy determined by the enterprise is to ensure that it can maintain a certain core competitiveness in the market,so as to provide effective solutions for the consumables chip enterprises in the high-end market areas.