Research On Product Market Competitive Based On Individual Advantage Identification

With the rapid development of international economics, the enterprises are facing great pressure and challenges. How to recognize their own competitive ability and continue to improve its competitive advantage in the fierce competition become the hot topics of enterprise and social. The competitive ability of enterprise was reflected in product’s comprehensive advantages which were show in market business activities. It’s important to know product’s market competitive ability and then come up with marketing suggestions about product market development.For this purpose, the paper proposes the evaluation method of identifying product’s competitive ability. This method is under the guidance of thought of matching better confirming to the rules, giving full consideration to the individual advantage of reference object inside and outside organization, taking quantitative group identification method as the center, the following researches were included:(1) Design evaluation method and model of product’s market competitive ability based on the method of individual advantages identificationUnder the guidance of thought of matching better confirming to the rules, design evaluation method and model of product’s market competitive ability based on the method of individual advantages identification. Based on the opinions of observer group and from the view of the opinions of each observer, the product’s features of individual advantage were found based on the individual advantage identification model. The product’s features of match better conforming to the rules can be identified by cluster analysis.(2) Take women cosmetics product as example, establish an evaluation index system of product market competitive abilityReference to the experiences and performances of previous theory researches, from the view of consumer, establish an evaluation index system of product market competitive ability which including2first-class,6second-class and17third-class indicators.(3) Application researchTake questionnaires as tool of collecting data, applying the evaluation method and model into the evaluation research of market competitive ability of women cosmetics product. Based on the evaluation result, the paper proposes suggestions of product market development of women cosmetics from the product design, brand management and channel management aspects.