| Die-cutting machine is the post printing equipment in printing industry, commonly known as " post-printing equipment " which is the indispensable and important printing factory equipment, for example, when making cartons, boxes, paper bags, calendars brochures, greeting cards, stickers, and other packaging and decoration printing products, die-cutting machines are widely and universally applied. Cigarette packaging, wine packaging, pharmaceutical packaging, food packaging, cosmetic packaging and other industrial applications are relatively concentrated.In Recent years, the development of die cutting machine industry grew rapidly, this benefits from the ever-increasing technology in die-cutting machine industry and also from people’s constant pursuit of" beauty" which promote the rapid development in packaging processing industry.People are generally very optimistic about the prospects on development trend for die cutting machine industry both in the domestic and international markets.But in recent years the new entrants increased sharply, especially with the newly influx enterprise, they all produce and sell products aiming at the market best selling products, thus leads to product’s similarity in inter-enterprise and Furthermore there has been dominated by a vicious price war competitive situation,in addition, the upstream raw material prices continued to rise, leading to drastically reduced in industry profitsThe survival environment in the industry becomes more worrisome. In the long run this would be definitely drag down the development of whole industry, and even will affect their upstream and downstream industries; the consequences will be unbearable to contemplate.In order to get rid of this current embarrassing situation, enterprises must focus on long-term development. Building enterprise competitive advantage through product positioning and restructuring is a pressing matter of the moment for the die-cutting machine industry enterprises.FY Company is a veteran enterprise, which has a considerable representativeness in die cutting machine industry. But due to the fierce competition in the market today, she has also involved in this round of brutal fighting, even relates to the survival of enterprises. Through layers of analysis and combining theory with practice in this paper, discuss how to build competitive advantage mainly from the aspects of product positioning and restructuring of enterprise advantage.First of all, raising questions. Put forward problems of automatic die-cutting machine manufacturing enterprises are facing under the background of the rapid development of die cutting machine industry.Secondly, the analysis of the problem, analyzing automatic cutting machine product market and the use of the product life cycle theory, PEST and SWOT analysis as well as the theory of4Ps FY company’s operating environment, product positioning and product structure analysis.Again, combining with the actual situation of specific companies and related industry, taking advantage of a series of previous analyzes, providing ideas on building competitive advantage in product positioning strategy.Finally, the FY Company offered a proposal on how to build competitive advantage in the product restructuring which not only has general commonalities, but also making some adjustments according to their own business and industry characteristics. |
