A Study Of Product Line Strategy On Automotive Audio In PSS

Since 1886,when the German Karl Bentz manufactured a gasoline-powered tricycle,and to this day the world's automotive industry has been developing for hundreds of years,the global automotive market has long been inseparable from the different levels of car audio configuration,regardless of the general standard version of the vehicle built-in 4⁶ speakers,or to the high-end configuration 12¹8professional speakers,and even a feverish luxury configuration of more than 25 of the full-car feverish speaker set,so that motorists in the car can also enjoy the concert hall like audio-visual feast.Global car ownership has grown by about 13,408 times in the past 30 years from70 million to 938,563,880,000 2017yr,as seen in global car data.Made in China during this period with the reform and opening in 30yr,according to statistics in 2017only China's annual production of cars reached 248,066,870,000 units,accounting for26.4%of the world.In the field of auto parts audio product line,a Belgian company PSS is working silently also in the tide since the last 70's creation to today who has more than 40 years company history,who has been provided automotive speaker design solutions for the world's many car companies.With the development of the world economy and the transformation of the pattern,automotive manufacturing industry competition is increasingly fierce,automotive audio product line has encountered the same challenges,product development encountered a cycle of shortening the pressure,quality requirements,material and labor costs rise year by day and so on a series of issues,as well as market competitors continue to enter the division of profits,This paper first uses PEST to analyze the external environment of the automobile audio product line,and then applies the vertical and horizontal analysis method to analyze the internal problems faced by the enterprise.The SWOT matrix tool is used to analyze 4 aspects of the audio product line of the Spectrum sharp vehicle,which provides the basis for the strategic analysis of the automobile product line.Finally,to solve the problems encountered in the actual situation of the product line,the last chapter of this paper on the automobile audio product line strategy of the specific implementation and safeguard measures,through the enterprise automobile combined with the actual situation of audio product line and STP theory for market segmentation analysis,target market positioning.Combining with the SWOT combination analysis of enterprise Audio product line,this paper selects a strategic combination suitable for enterprise automobile audio product line,to reduce the production and operation cost of PSS audio product line,improve profit,adapt to customer's product design requirements,adapt to market adjustment and change to open up new market^[1]Through the above research,the paper clarifies the advantages of the automotive audio product line and find ways to make up for the weakness and actively develop the future market direction of automotive audio products,so as to make PSS enterprises maintain the foundation of sound and sustainable development and maintain the genes of excellent products and leading technology.The analysis and application methods can also be used for reference by other similar enterprises.