Research On Component Product Development Strategy For Continental Group

With the rapid development of industrial technology,China has stepped into the stage of automobile privatization and popularization.According to the analysis of sales data in recent years,automobile sales volume will no longer increase significantly in recent years,and the sales profit of global automobile manufacturers has been reduced to different degrees compared with previous years.The purpose of this paper is to select and study the future new products development strategy according to the current development situation of automobile industry.Based on the theory of enterprise development strategy,this paper adjusts the direction of product development through the formulation of product development strategy in the context of economic globalization and the booming development of domestic automobile industry.This paper will elaborate on the current problems in the process of product development and analyze the current situation of continental group.Firstly,this paper chooses PEST analysis method to analyze the politics,society,technology and economy of the enterprise.The porter's five forces model was used to analyze the industry environment.Finally,SWOT environment analysis model is used to analyze the basic state of the current auto parts market,and SWOT matrix is constructed based on the company's own situation.The design scheme and safeguard measures are proposed according to the analysis conclusion.This thesis is formed with five parts: the first part is introduction,which briefly describes the background of thesis topic and research direction;The second parts is the basis introduction of Continental Group and its product development strategy;The third part is the product development strategy environment analysis of Continental Group;The forth part is the formulation and implementation of the component product development strategy of Continental Group;The fifth part is the conclusion.Finally,through analysis,this thesis suggests that Continental Group should seize the opportunity of the development boom of China's automobile industry,especially the new energy,autonomous driving and intelligent network,and further optimize the development target and product influence of new products by giving play to the company's advantages in brand effect and industrial influence.Combined with the implementation of China's "new four modernizations" policy,the company will apply years of product development experience in the field of new product development,and will conduct joint product development with a number of Internet enterprises in the future.Through joint efforts with enterprises in different fields to improve the parts and components product development capabilities,strengthen the long-term goal of product development strategy.Joint development can effectively shorten the product development time and reduce the investment of development cost,so as to win a broader market position and brand effect for the more demanding automobile market in the future.Combining with the grand policy matrix tool,the feasibility of product development policy of Continental Group components is obtained.In order to ensure the target of strategy goal achievement,this thesis closely combined with the current situation of enterprise,developed a product development policy implementation plan from model design to sample delivery to final mass production.It will promote the development and market position in the future and win more position and brand effect for the demanding automobile market in the future.Through the study of Continental component product development strategy,automobile spare parts for continental's future development strategy put forward the following Suggestions: first,China's auto consumption level rise generally,but the mainland group for new products development strategy in the field of it is not clear,for future development of the mainland group should have enough insight,product development direction is consistent with the national policy.Secondly,combined with the current development trend in the field of the new four modernization automobiles in China,enterprises should focus on the development of these types of products,and adjust the development costs of other products accordingly,so as to meet the needs of future competitive advantages of the company.