| Hi-tech products, especially communication products may face the potential trend to be replaced once being launched. When entered into growth stage, the market demand expand rapidly, it normally face new technical challenges when the market channel and brand achieves initial success, the products competition tends to be more intense. The anti-risk ability of small and medium sized hi-tech enterprises is weak, how to establish competitive strategy which is adaptive for self-owned sources become the problem the enterprise must solve when the enterprises face un-ideal life cycle hi-tech products, especially in growth stage.The paper takes ADSL2+ tester for instance. Firstly, it build the competition analysis model of hi-tech products in its growth stage, qualitative analyse of factors influence on it, and through designing market research, ANOVA and AHP to take quantitative analysis. Demonstration research for the effective factors of hi-tech products in its growth stage, and the obvious differences for different investigated objects in comprehension upon competition elements. And then analyse the product competition matrix of different enterprises based on competition elements by using fuzzy theory, and find out the products competition status of different enterprises. Secondly, the paper divides enterprises into market leader, market challenger and market follower by the different market share. Then, according to different competition status and situation of self resources, establish market competition aim and strategy dynamically which is adaptive for one's own situation. Finally, the paper emphasize that the competition advantage of hi-tech products is dynamic, none but develop new products, occupy new market and create serial short term competition advantages, can the enterprise be on a market dominant status all the time.The paper puts theory into practice, combines qualitative analysis to quantitative analysis to take a systematic research for the competition elements and strategy which affect the hi-tech products in the growth stage, which is in order to perfect the theory of long-term market competition of hi-tech products in the growth stage, and the paper hopes that it can make some reference and inspiration for small and medium sized enterprises in severely competition environment. |
