Analysis On Product Strategy Of XY Automobile Company

Since reform and opening up, Chinese automotive industry has been keeping a sustained and rapid development. China has become the world' s second-biggest country of consuming automobiles and the third-largest country of manufacturing automobiles, but she has not been a powerful automotive country yet. Under the condition of increasingly fierce industry competition, this thesis probed into the subject of the light wheel high mobility off-road vehicle industry in the field of special purpose vehicle. The writer analyzed XY Automotive Company, which is specialized in manufacturing automobiles, facing development opportunities and challenges to make selection strategy and implementation strategy of the product, and to the issues of how to control.The analysis methods mainly used in this paper were PEST, Five-Force Model, SWOT, Value Chain, etc. Combining with the development status of XY Automotive Company, this paper analyzed internal and external surroundings of the Company proceeding from the current situation of the domestic and foreign high mobility off-road vehicles. In the first place, the writer laid a strong emphasis on the opportunities and threats of the external surroundings. Furthermore, the writer analyzed the advantages and disadvantages of the resources in the internal surroundings, and established the value chain of the Company based on the result. In the last place, the writer drew a conclusion that XY Automotive Company should implement differentiation strategy and innovation strategy to make the product strategy, and put forward strategy implementation and control measures. The writer chose a recently reorganized XY Automotive Company as a research object; thus the analysis was of certain practicality. Either to the development of enterprise itself or to the product strategy selection of the domestic enterprises of the same nature, the thesis will be of instruction significance and of reference function to them.