Research On Product Combination Strategy Of HN Construction Company

The construction industry is the pillar industry in China,occupying an important position in the national economy and making great contributions to the national economic development and improvement of people's livelihood.But because of the large number of construction enterprises,low technical barriers and fierce competition.In recent years,the transformation and upgrading have become the trend of construction enterprises,the development of construction technology level and the demand of energy-saving and environment-friendly construction products,which makes the construction enterprises need to rethink their own strategic development direction.Hn construction company has gradually grown into the leading enterprise in Henan construction industry in the process of development and expansion for many years.however,with the change of overall competitive environment in recent years,HN construction company is also facing the development bottleneck: the output value and profits of enterprises decline,products fail to keep up with the market development,resource allocation is unreasonable,and outdated ideas lead to the slow development of new areas such as fabricated buildings and rail transit.Therefore,how to conform to the development trend of the industry,improve and optimize the product mix and improve their competitiveness is an urgent problem to be solved by HN construction company.This paper analyzes the macro environment,industry environment and micro environment of HN construction company's marketing,and combining with the current situation of the company's existing product portfolio,through ge matrix analysis,reveals the existing problems of the product portfolio,one is the empty resources of the zero-output product line;Second,negative profit margin products become the burden of enterprises;Third,there are not many superior products,and the expansion of emerging products is slow.Through SWOT analysis method,the strengths and weaknesses,opportunities and threats of the company are clarified,and the causes of the problems are found.aiming at the causes of the problems in the product mix,the width,length and overall structure of the product mix of HN construction company are optimized and improved,and a new product mix scheme is constructed.Establish safeguard measures from six aspects of organization,manpower,material resources,capital,system and enterprise culture to ensure the smooth realization of new product mix strategy.The innovation of this article lies in:(1)ge matrix method and SWOT analysis method are applied to analyze the product mix of HN construction company for the first time,and scientific judgments are made on the existing product mix of HN construction company.in the history of HN construction company,the problems of which product lines should be eliminated,which product lines should be added and which product lines should be strengthened are clarified for the first time,thus clarifying the strategic direction for the future development of the company.(2)when ge matrix method is used to analyze problems,ge matrix is moderately changed according to the actual situation of construction companies.through reasonable index selection and model changes,ge matrix has stronger explanatory power on products of construction companies,and makes the problem analysis simpler and more direct,which is more in line with the actual situation of construction companies.Through the research in this paper,HN construction company will make better strategic adjustment,optimize the product mix,and go further and further along the path of benign development,becoming the benchmark of the industry.