Product Strategy Research Of D Company

With the gradual slowdown in the pace of China's development in recent years, the huge capacity which accumulated for the rapid development in many years and the sharp decline in market demand does not match. A variety of contradictions highlights and intensified. The capacity of iron and steel, coal, electricity and other industries are excess seriously. As one of China's largest power equipment manufacturers, D company also faced with the decline in demand and the problem of excess capacity. In recent years, D company profits decline, in 2016 is expected to face a larger loss. In view of the domestic and international environment, Chinese proposed "The Belt and Road" and "Made in China 2025" national strategies. Faced with such complex competitive environment, opportunities and challenges coexist. The future of the world is a world of innovation, innovation driven will be the fundamental driving force for the development of enterprises in the future. To this end, we must study the product strategy of D company, through the innovation and improvement of product strategy, to lay the foundation for the future development of D company.This paper is divided into six parts. The first chapter is the introduction, which mainly describes the background and significance of the thesis. The second chapter is a summary of the theory of product life cycle theory, innovation theory, product portfolio theory and the characteristics of industrial products. The third chapter is the D company profile, mainly on the D company's organizational structure, personnel structure, evolution and the status quo. Chapter 4 is the competition environment analysis of D company facing. It analyzes the macro environment, industry environment of D company is facing using the PEST model and Porter's five forces analysis model. The fifth chapter is the D company product management analysis, which mainly introduces the D company's product mix, analyzes the advantages and disadvantages of the product, and put forward the problem to be solved. The sixth chapter is the D company's product strategy improvement and innovation, put forward the D company's product strategy of the relevant recommendations and should pay attention to the problem. Author hopes that this paper will provide some reference and reference for the future product strategy of D company.