Research On Product Development Strategy Of Ningbo Iron And Stell Co.LTD

According to the proposal of the 13 th five-year plan,China's economy should push forward structural reform and accelerate the transformation and upgrading of China's industries under the "new normal",especially the upgrading of traditional industries.The iron and steel industry is a basic industry of a country.Under the current global economic background,the growth of steel supply is fast,and the supply and demand level is difficult to change.The competition will only be more intense.The development of China's steel industry is faced with the problems of excess production capacity,homogeneous competition and low profit margin.The whole industry is at the edge of loss or loss,and such situation cannot be significantly improved in the short term.Against such a background,this paper analyzes the development strategy of ningbo steel company's products.The company has not established the recognized original innovation,independent integration and leading innovation ability in the product market,and there is a serious shortage of high technology content and high efficiency products,so the new product development strategy is worth further research.This paper makes a comprehensive analysis of product development of ningbo iron and steel co.,LTD by means of literature retrieval,PEST and porter's five forces model and SWOT analysis.This paper first introduces the background o f the company's implementation of product strategy,the purpose,significance,method,thinking and framework of the research.At the same time,the related concepts and theories of product strategy are introduced to provide theoretical basis for the development of the paper.Then the market environment of ningbo steel co.LTD is introduced.Based on the study of new product development of case ningbo company,develop product development strategy,define the basis and direction of product strategy,and adjust product structure,process equipment,whole process management,marketing method and technology r&d.In order to guarantee the effect of product strategy adjustment,the system of information construction,product idea,customer management and research and development should be guaranteed.Based on the SWOT analysis of the development of ningbo ron and steel co,LTD,this paper proposes the direction of product development strategy of ningbo iron and steel co,LTD,mainly in two aspects,namely,establis hing a safe and stable industrial value chain and implementing product and service differentiation.After determining the strategic direction,this paper puts forward the concrete measures of product development strategy: first,product structure adjustment should be strengthened;second,process equipment should be optimized;third,whole process management should be implemented;fourth,marketing methods should be improved and technology development and research should be accelerated.In addition,this paper also puts forward the guarantee measures for strategic implementation,namely,strengthening information construction,further improving product concept,strengthening customer management and establishing innovative r&d management system.