Research On The Strategy Of Improving Product Competitiveness Of Kanglong Company

In recent years,the new normal of domestic economy has led to increased competition among companies and a decline in industry profits.Therefore,the plastic packing companies must strengthen corporate strategic control,strengthen the indusrtial strength of company with the help of relevant theories to ensure a certain product competitiveness and increase company profitability,in order to the company tosurive and thrive in the fiercely competitive environment.Among many industries in our country economic structure,the plastic packing companies is the representative downsteam industry of the chemical industry chain,and the competition is fierce.Kanglong packaging company as a small private enterprises,it has graet practival and social significance for this paper taking it as the research object,the research of small and medium-sized companies in the fierce competitive environment,how to strengthen the management of product innovation and how to contrlo product cost.In the meantime to maintain the product competitiveness of the enterprise,to develop products suitable for the development of the enterprise competition strategy,and promote enterprise development in the face of the changing market environment.In the paper,Pest analysis and five-force model analysis method have been used.By analyzing the internal and ecternal conditions of Kanglong packing company,opportunities and threats of internal and external condititions of Kanglong packing company are presented,also the advantages and disadvantages of the domestic market environment are presented.Then,By using swot matrix comprehensive analysis,the competitive strategy selection of Kanglong packing company is product optimization innovation and cost control.The paper is focus on studying the product competitiveness theory,product overall concept theory,product innovation theory and cost control theory.Review and analyze the current situation and production situation of Kanglong company at first,then using the survey to find the existing problems,the current situation of the products pointed out that Kanglong company is facing increasing pressure,the company is in a difficult situation,it has become an urgent matter to realize the product transformation and upgrading,change the product management concept and carry out product innovation.According to these problems,a systematic analysis of factors was carried out in stages.And also according to the principle of product innovation and the various factors affecting the internal and external environment and other environment factors of Kanglong company,the appropriate coumtermeasures for Kanglong company to improve product competitiveness were given.Kanglong company should grasp the main line of consumer needs,staring from five different dimensions of the products,including core products,formal products,expected products,extended products and potential products,to overcome problems and improve sales of products.By expanding product portfolios,with excellent after-sales service and convenient online market channels to meet the needs of consumers to the greatest extent,and through a reasonable analysis of product costs.Providing cost management related advice on the premise of not affecting the normal operations and product sales of company,so as to create more value and increase the market share of the products of company,and the safeguards for implementing the strategy was finally given.With the In-depth research on the problems existing in the production of Kanglong packing company,Kanglong company would be able to take the concept of product innovation and cost control as the key breakthrough to enhance the competitiveness of products.After the research and discussion on these two aspects,the product competition strategy that is conducive to the development of company is proposed,and corresponding safeguard measures are taken seriously,the company could effectively improve product competitiveness.