Research On The Product Development Strategy Of Nanjing SINENG Electric Limited Corporation

Along with the development of the Chinese Characteristics Socialist Market Economy, corporations need sustained, steady and rapid development, which lie on whether the products have strong vitality. The development strategy of the products is a program to achieve a long-term self-survival and perpetual development of products for corporations to face the intense, serious challenge of the new environments. Nanjing SINENG Electric Co., Ltd. is a private science and technology corporation with two-year history at the beginning stage, with a small scale, weak foundation, and limited resources including personnel and fund, which has a weak competitive ability. In order to get steady and rapid development, it is not feasible or reasonable to roll out all products and put them into the whole market facing the increasingly serious market competition. In order to improve the competition and profitability of the construction of all the products, accomplish the updating and the developing of all the products, maximize the efficacy of the limited resource, and optimize the choices, it is necessary to make a scientific and reasonable development strategy of the products.Nanjing SINENG Electric Co., Ltd. was the object of our research, we analyzed and evaluated the internal and external environments of the corporation and acquired the self-weakness and advantage and the opportunity and threat of the external environment with the modern management theory and product development strategy theory, with the help of the qualitative and quantitative analysis, Michael Porter's Five Forces competitive model, the external factor evaluation matrix (EFE), the internal factor evaluation matrix( IFE), the Boston consulting group matrix(BCG), Value Chain theory, Life Cycle theory, SWOT matrix and so on. Meanwhile, based on the situation and present problems of the products in the corporation, and combined with the technical level and developing trend of the same products in native and foreign, we made the development strategy of the products in corporation: grasped the basic guide idea, established the aim of the product development, brought the specific measurement plans and made the corresponding carrying plans and conservation strategy combined with the factual situation of the corporation.