Research On Product Competitive Strategy Of Silver Bus Company

Entering into WTO and the further development of domestic economy leads to a rather tough bus market .Silver Bus Company is facing many opportunities and threats in the more and more intense market in china .The chance for Silver Bus Company to win out essentially relies on how to set up a sound product competitive strategy aiming to make good use of these opportunities and its favorable advantages, to avoid threats and overcome its disadvantages. This paper intends to make a systematic analysis in Silver Bus Company with strategy management theories. It aims to provide a basis for scientifically making policy decision and to offer an optional competitive strategy with macroscopic and microscopic analysis, qualitative analysis and quantitative analysis.This paper begins with an analysis of the current situation of Silver Bus Company using The PEST, Five Competences Model of Porter .It points out that Silver Bus Company enjoys opportunities with entering WTO, a high increase of local economy and speed up high-way construction, etc. But it is also faced with the shrinking luxury bus market and dropping price, etc. By giving a insight into the internal environment of bus company using the Value Link Theory we found Silver Bus possess many strengths in famous rank identity, high level after service, etc. And many weak such as inconsequence product configuration and human resource management hinder it. Then in order to discuss the product competitive strategy suggested for Silver Bus Company, SWOT model is constructed and Quantitative Strategic Planning Matrix is used. And we think a strategy of product development is most suitable for Silver Bus. At last, some relevant suggestions are given.