Product Development Strategy Research On ShenZhen Vit New Technology Co.,Ltd

In recent years, with anti-wear friction composite self-repair function of lubricant additives has become a hot market for high-end additives. But with the economic, social, science and technology, such as the rapid development of many aspects, especially the globalization of the world economy, the acceleration of the integration process, global information networks and the diversification of consumer demand, business environment more open and volatile . This change almost all enterprises have had a profound impact.Fierce competition in the domestic market, the existing inter-technology products, functional differences in confusion, market cohabitation, the situation varies, in the face of future economic development needs of the enormous market potential, as the third generation of products emerged ART. However, due to enter the market relatively late ART with exclusive patents and research and development capabilities of emerging technology company's ability to play the advantage, and fully relying on the matching of their own environment and development strategy for the harmonization of the product in the intense market development and growth in many emerging small and medium-sized high-tech enterprises in the fair competition, the survival of the fittest to survive and the market development of the proposition.In this paper, the focal point of focus over to the new Technology Co., Ltd. Shenzhen Wit (Shenzhen Vit New technology Co., Ltd) analysis of product strategy for the example of ART from the company's proprietary product development background and the situation they faced in the analysis the core pressure: from emerging high-tech companies in strategic management from the weak market demand for high-intensity between the pressure to open up.Through the establishment of the background of the company, mainly since the establishment of business and proceed with an analysis of operating conditions, identified in its strategy under the pressure of facing embodied in a number of specific issues such as: 1. A strong demand for funds than the gap 2. Network marketing companies do not have the size, low market awareness, the majority view in the market to import, etc. In this paper, the company's existing SWOT analysis of the issue. By the enterprises own strengths, weaknesses and business opportunities and threats faced by the judge to determine the competitiveness of enterprises in the strategic position. Analysis we have identified through the matrix in the development of the company's main strategic bottlenecks. As the time to enter the market relatively late, In addition, the domestic market products varies, cohabitation, leading to a relatively competitive market, but rely mainly on the multi-channel, large-scale advertising in the price level to compete, in this case, the intense market competition to bring Beijing NIVEOUS adversely impact on how enterprises are facing a breakthrough in the Red Sea to reach the choice of blue ocean. On the one hand, the company has self-developed technology brands aokemo series of products, in the course of market development and domestic customers a good collaborative relationship, since the company since its establishment has been formed in the training and R & D team, high-tech enterprise in itself background in business management and strict quality control system have formed a Beijing Shi Wei's competitive advantage. On the other hand, Beijing's disadvantage NIVEOUS mainly reflected in the size of enterprises is still limited by the limitations of the insufficient number of sales personnel and sales network is too thin and can not form a scale effect, the product has not yet realized in the market with its core technology that matches the widely recognized. Disadvantage if they can not quickly change, competitors will be using, so that market competition in the status of resident passive.As a result of a single product category, so the company's product development and R & D and sales are closely related. ART technology products, although the anti-wear collection, to reduce wear and self-repair in one category with other anti-wear additives unmatched superiority, but through their competing products with the industry analysis found that as a result of entering the market late, low market awareness, acceptance low. At the same time, spare parts market, adverse selection, the phenomenon of ecological niche industries, as well as their own marketing campaign ineffective ART confuse potential customers and second-generation anti-wear product positioning errors have led to the promotion of ART products in the market did not show its contribution to . Subsequently, the further use of the SPACE matrix ART product analysis carried out showed that Mr. Watson's Beijing ART products are in high-growth industries with significant competitive advantage. The product has great potential for the development of depth. For wear and tear, corrosion, fatigue is the material of the three main forms of failure. Wear and tear caused enormous economic losses. According to China's metallurgical and mining, agricultural machinery, coal, electricity and construction materials sector to incomplete statistics of five each year caused by friction and wear due to material losses and waste of energy as high as several billion dollars. Comprehensive statistics on other departments,our country every year due to losses caused by friction and wear of thousands of Yuan. And industrialized countries as compared to the same industrial output as a result of China's high energy consumption, resulting in great waste of our resources, saving energy and reducing consumption in China has been the pursuit of industrial development goals. Application of ART to achieve the following targets: 1) reduce energy consumption of not less than 10%; 2) repair costs and downtime due to repair and reduce the loss of not less than 50%; 3) to reduce the cost of oil more than 50%; 4) to reduce harmful gas emissions, environmental protection certification; 5) the work equipment, such as noise and vibration decreased.On this basis to further identify the ART product development strategy: implementation of strategic business focus, it is necessary to actively enhance the competitiveness of the main industry, highlighting the development of core business. The implementation of brand differentiation strategy is not only increasing overall strength and competitiveness of an objective need, but also the continued expansion of domestic market share of the practical requirements. Differentiation in the corporate culture, brand differentiation, brand differentiation, product differentiation, such as service "to consumer demand as the center" of services, products and services to enhance the level and quality to create brand differentiation.Finally, after the company and product analysis of the dual, the development of the company's strategic operation and management processes, through the establishment of annual goals, supporting policies, resource allocation and optimization, organizational structure, corporate culture and recycling, the supply of network management and e-commerce ART measures to strengthen the brand management and maintenance, internal coordination, such as elements of strategic competition, and in terms of technology, business, marketing and other aspects of risk identification, evaluation and control given to the recommendations. For small and medium-sized high-tech enterprises in the future to strengthen the work of management, provides a useful reference to the experience.