Research On The Product Strategy Of Large Forging Equipment Products In Company JIFM

Manufacturing industry is the important embodiment of the country power, and its development not only affects the national economic construction, but also the national security. Thus, countries in the world focus on it, such as the industrial 4.0 planning in Germany, manufacturing return policy in the US and Japan, also the Made in China, 2025, all of which conveying the national emphasis on manufacturing. As the main part of manufacturing industry, the development of the forge forming equipment will effectively promote the development in related industries, because of its high correlation degree, obvious radiation and driving effects. Thus forge forming equipment manufacturing industry has always been encouraged and supported by our country. Forge forming equipment can be widely used in manufacturing related to automobile, ship, aerospace or military industry, electronics, electrical appliances and other industrial fields, especially in automobile industry and shipbuilding industry.And forge forming equipment has become an indispensable equipment in their producing process. Forge forming equipment provides powerful support to sheet metal processing manufacturing industry.The technology of forging equipment industry is required with higher demand, at the background of acceleration of technological progress, the diversification of users’ requirements and significantly shortened product update cycle. So a broad space for development the forge forming equipment industry will have a broad space for development in the future.Driven by the rapid development of the domestic automobile industry in the period of the12 th Five-Year Plan,forge forming equipment industry in China has also gained great development, and many significant achievements have been made in advanced forming technology, the domestic forging technology development is also catching up with the world advanced level, but undeniable, there is a big gap between our current technology level and foreign advanced technology level. Some key components of forging equipment rely on import, which seriously hampers the development of forging equipment industry in our country. In strategic level, launching the technique R&D and research of technology innovation has become the urgent and important work of industry development and upgrading.Company JIFM is a state-owned enterprise with years of experience in large forging equipment R&D, producing and sales. In recent years, the company shows the problems including lack of clear guidance of product development strategy and less prominent technical characteristics because of the deficiency of strategic direction and failing to adjust and adapt to the change of external environment and industry environment. This article analyzes the current situation of JFMI’s product research and development, and finds out the existing problems in product development strategy. what is more, the porter’s five forces model is applied to analyzing the external environment of the company, industry environment and internal environment, the SWOT analysis is applied to analyzing the strength, weaknesses, opportunities and threats in research and development of the product. Finally, according to JFMI’s strategic development plan “Being the technical leader enterprise of forging equipment industry” and company’s existing resource condition, combined with the external environment, industry environment and internal environment, the best choice for R&D strategy for JFMI is the leading technology and differentiated product strategy.In order to ensure the smooth implementation of the company’s R & D strategy, this paper also put forward some measures to ensure the implementation of the development strategy, including the guarantee measures related to team, encouragement, finance and institution.The research method of this paper shows certain reference value for the analysis and development of the product R&D strategy of other similar enterprises.