Research On Products Strategy Of Railway Wireless Communication Of Company H

H company is a leading ICT solution provider in the world.The business strategy of its enterprise wireless department is to become the leader of wireless solutions in the industry,focusing on industry users.At present,its main business scope includes government,transportation,energy,public security and other industries.The rail business in the transportation industry mainly includes GSM-R series products,some of which have certain market advantages,but with the development of With the change of external environment,the market space growth slows down and the sales performance declines.At the same time,the change of users' demand for wireless communication also brings new opportunities.Facing the opportunities and challenges,how to improve the product strategy of H company to achieve sustainable business success has become an urgent problem.This paper analyzes the overall industry environment,customer demand change,market space,competition structure and internal environment of H company's railway wireless communication business,summarizes the problems and challenges faced by the product,analyzes the existing product portfolio through Boston matrix,and sums up star products,cash cow products,problem products and thin dog products Through the analysis of product competitiveness and product structure,the problems of product mix,product life cycle and the lack of product differentiated competitiveness in the current product strategy are obtained.Market segmentation,target market selection,market positioning and market strategy are analyzed by using STP theory of market positioning and Ansoff matrix.Finally,the competitive strategy of strengthening centralized differentiated competition is put forward The specific product strategy improvement scheme is put forward from three dimensions of product mix,product life cycle and product innovation,and the corresponding implementation guarantee scheme is put forward in combination with product strategy improvement.This paper can be used for reference for H company and ICT related enterprises to effectively formulate and adjust product strategy in the industry market competition and development.