A Research On Product Competitiveness Of Real Timber Floor In Fushun Huida Limited Company

With the rapid development of constructing industry and growting improvement of living conditions in China, wood floor characterized as fresh, nature and comfort has been favorite decorative material in various building. Moreover, Increasing demand of wood floor and amount of enterprise in manufacturing wood floor lead to drastic competie in wood industry. It is more important and realistic for economic practice to evaluate competitiveness. At present, many literatures are absorbed in research competitiveness in national, regional, urban, industrial and product level, in which product competitiveness is in most micro level and whether product competitiveness is strong is the key to develop enterprises. Hence, product competitiveness tests the industrial ability of allocating resource reasonably. The paper takes Fushun Huida Limited Company (Huida Company is for short) for example, summarizing the therotical research on product competitiveness, introducing the present situation of company and real timber floor, and presenting main strategies and measurements for enhancing product competitiveness of real timber floor in Huida Company.Five sections are mainly studied in this paper: Firstly, Relevant theories on product competitiveness are summaried, the definination and evaluating indicators of product competitiveness is given. Secondly, Huida Company is introduced in detail, which includes introducing its floor product, illustrating main problems in company, examing the situation of product and comparing product with other companys. Thirdly, Product competitiveness on real timber floor in Huida Company is analyzed comprehensively. Based on Porter'stheory, influential factors of product competitiveness are selected. At the same time, AHP method is applied into determining weigh of each factor. In addition, product competitiveness of real timber floor in Huida Company is evaluated by fuzzy evaluation method. Fourthly, According to former research in the paper, combing analysis of external environment, strength and weakness of Huida Company, strategies of enhancing product competitiveness of real timber floor in Huida Company are presented. In the end, specifying the above strategies into seven reasonable and feasible measures, involving managerial institution, technology innovation, enterprisial culture, green product and so on.At both macro and micro level, this paper researches the procuct competitiveness of real timber floor by qualitative and quantitative analysis with Huida Company. Therfore, this paper is not only helpful for Huida Company's beneficial and continuous development, but also it is of practidal significance for other enterprises in floor industry and wood industry as well as nongovernmental business to enhance product competitivess.