Research On Product Development Strategy Of FAWAY Wheel Branch Company

In the past few years,China has gradually established and implemented energy conservation and emission reduction and green environmental protection policies and regulations.Meanwhile,it has officially issued policies to control overload and weight-based charging.The concept of low-carbon life has gradually gained popularity,which will definitely reduce the weight of commercial vehicles.New requirements have been put forward,which has evolved into a lightweight revolution in automotive parts,and wheel products are no exception.Moreover,with the escalation of Sino-US trade frictions,the export of wheel products was blocked,resulting in overcapacity of domestic wheel products.Affected by various factors,the competition in the domestic commercial vehicle wheel products market is becoming increasingly fierce.Facing with the increasingly fierce competition in the wheel market,how to quickly and effectively achieve product development and upgrade will be the top priority in the future.To this end,major wheel manufacturers have carried out technical upgrades and product upgrades,extending the product demand characteristics of traditional wheels from simple reliability and durability to long-life,light-weight,high-quality,aesthetic and other characteristics,thereby further Improve vehicle fuel economy,driving comfort and aesthetics.How to better and faster meet or exceed the customer needs of the major commercial vehicle groups will be the foundation of the major wheel manufacturers in the future.Therefore,this thesis investigates the development strategy of FAWAY wheel products in order to identify potential market opportunities and seize development opportunities,so as to systematically analyze and formulate the strategy of wheel product development: firstly,leverage brand strength to form strategic partnerships with raw material suppliers,rapid mastery of lightweight core technology,development of new lightweight steel wheels,as a selling point to open up the OEM market;Second,the use of corporate reform opportunities,joint venture cooperation with mature forged aluminum alloy enterprises,vigorously develop forging Aluminum alloy wheels,and gradually master the core technology,focus on the future market,achieve product transformation and upgrade,and improve sustainable profitability.At the same time,we will enrich the line of traditional wheel products,and develop the light truck market to enrich the traditional wheel system as a way to increase profit channels,and seize the existing OEM share by taking advantage of the industry’s “integration” opportunities.Finally,we will continue to promote the development and exploration of leading-edge wheel products,form a continuous technological advantage,and establish patent barriers.Through the use of traditional strategic management methods,combined with relevant literature,and through extensive market research and industry analysis,this article systematically analyzes the current status of new product development of FAWAY Wheel Branch and draws three key issues.The development orientation is not clear,the project process management is inefficient,and the asynchronous development strategy is missing.The external environment is analyzed through the PEST analysis system,and then the wealth of knowledge is used for industry analysis.Then,use the SWOT analysis model to summarize and analyze product development strengths and weaknesses,opportunities and threats.Finally,the QSPM matrix is used to quantify the strategic selection decision,and it is concluded that the SO(growth product development strategy)is recommended.In order to ensure that the strategic objectives must be met,the corresponding implementation plan has been formulated in a targeted manner.Finally,in the specific implementation process,a targeted protection plan has been formulated: in terms of human resources protection,the introduction of R&D managers,the construction of talent teams,and the construction of professionalization Project management team.In the improvement of the salary system,the salary contracting system was introduced to improve the salary distribution method.In terms of development-oriented mechanism,market-oriented research and product and process benchmarking are conducted based on market demand.In terms of project process,establish a reasonable corrective mechanism to ensure the efficient implementation of the project.In the aspect of R&D culture,build a shared platform and innovate the R&D culture.In the end,it will ensure the smooth implementation of FAWAY wheel product development strategy.