Research On Product Strategy Of FAW Jiefang Medium And Heavy Commercial Vehicles

In recent years,with the rapid development of the logistics industry,the demand for medium and heavy commercial vehicles in the Chinese market has increased rapidly.However,in the face of the external environment such as the national implementation of "public to rail" and other transportation structure adjustment policies,the introduction of international brands,the improvement of the competitiveness of friendly products,and the rise of raw material prices,FAW Jiefang is facing a huge challenge on how to maintain the market competitiveness of medium and heavy commercial vehicle products.According to the sales market share of products,FAW Jiefang medium and heavy commercial vehicles are currently in a leading position in the industry,but their advantages over competing products are gradually decreasing.In 2021,Sinotruck and Shaanxi Automobile will also take the lead in putting a number of powerful competitive models on the market.FAW Jiefang should timely respond to the rapid changes in the domestic medium and heavy commercial vehicle market,timely adjust the product development positioning and improve the competitiveness of products.Based on the research object of FAW Jiefang medium and heavy commercial vehicles and the research background of commercial vehicle manufacturing industry,this paper introduces the products of FAW Jiefang commercial vehicles,discusses the development trend of the company,puts forward the problems existing in the development process,and formulates the future product development strategy of the company.Through the combination of product development status and professional theory,formulate research contents and corresponding research methods,summarize and summarize the theoretical basis and literature review,so as to lay a solid theoretical foundation for the overall research and analysis of the paper.At the beginning,the article introduces the product development environment of FAW Jiefang,analyzes the overall macro situation with PEST analysis tool,and makes an in-depth study on the industrial environment.It also uses Porter’s five forces model to discuss the characteristics of the current industry environment of FAW liberation.Then,SWOT is used to analyze the internal advantages and disadvantages,external opportunities and threats of Jiefang company,so as to form the possible strategic choice of FAW Jiefang product development.In the subsequent development strategy selection and implementation stage,the development strategy of product development is formulated,and five development strategies are listed: upgrading of R & D system,improving product competitiveness,optimizing product positioning,shortening product development time and overseas brand value.Finally,it puts forward strategic guarantee measures from three aspects: capital and manpower,organizational structure optimization and technical support.