Group B High-tech Product Strategy Research

Product is an important factor to achieve customer demand and market success operation of the enterprise.The high-tech product is a kind of product by using advanced patent technology and through a series of development and production.It is also a combination of knowledge and technology that can promote the structural reform of enterprises,speed up the economic sustainable and healthy development of enterprises.The aim of product strategy is to guide enterprises to do the right thing,is the purpose of providing a good product by offering products that can adapt to the target market,meet customer demand,take the most effective means and strengthen the core competitiveness of the enterprise.In other words,the product strategy is that the enterprise integrally manages and plans the production and operation of its own product.Whether it is a reasonable or effective product strategy,it will not only affect the development of the enterprise,but also be related to the enterprise life and death.Therefore,the high-tech product strategy is an economic activity which cannot be ignored by the enterprise.For companies,a good product strategy not only can promote the company's core competitiveness,but help find the new opportunities in the increasingly competitive market and give companies more development space.In recent more than ten years when B group went into the liquid crystal panel industry,the creativity and diversity of its products have a huge increase,it becomes the industry leading enterprises,now is attracting close attention by the parties to the industry recent years,especially its success strategy of high-tech product and it is worth of further research.In this essay,B group has been analyzed its external management environment in the liquid crystal panel industry through Porter Five Models.The essay pointed out the problems existing in the B group on high-tech products based on the combination with the development of the enterprise product characteristics and in view of the B group of high-tech products transformation from the LCD panel business to display devices,smart system and health service,three main products business.Then this essay helped B group the product strategy selection,formulation and implementation,and mainly expounded the four product strategy,namely the combination strategy,positioning strategy,life cycle strategy and development strategy.In order to ensure the implementation of product strategy for B group,it formulated the corresponding guarantee system and performance evaluation for the implementation of the strategy of product.In the final,it came out with the conclusions and outlook.This essay is based on high-tech product strategy research of B group as a case,analyzes the problems of B group product strategy and product transition facing the opportunities and challenges.Through the study of its product strategy,it gave some reference to the development of knowledge intensive enterprise for the same or similar industry,at the same time it also can enrich China's high-tech enterprise product strategy,which is the meaning of this article.