Research On The Competitive Strategy Of All-In-One Electronic Product For Guangdong Zhen Ran Company

"Made in China 2025" clearly requires "to accelerate the deep integration of new generation information technology and manufacturing industry as the main line,to promote intelligent manufacturing as the main direction",prompting us to pay close attention to the direction of information technology changes at home and abroad,to clarify the development of new technologies,accelerate the exploration of new models,improve the construction of new business models,and form a composite information industry ecosystem with "Internet+" as the cornerstone.New mode of exploration,improve the construction of new business model,the formation of "Internet +" as the cornerstone of the composite information industry ecosystem.China’s electronic information products are also constantly accelerating to improve the innovation of intelligent services and business forms of change,expand and strengthen the application of intelligent products demand,for the sustainable development of the electronic information industry navigation guide.One machine electronic products in one cash register,one self-service settlement machine and one price checker are the development of microelectronics technology in the center of electronic information technology and the development of modern goods in the market circulation management concept combined with the development of information technology as part of the representative products,but also the electronics industry is a basic electronic equipment essential to the modernization and intelligent business management.In the face of the fierce competition in the market,how to draw on strategic management theory,theories related to competitive strategy,reference to industry-related research literature and the results of successful classical cases and theoretical methods,combined with the industry’s internal and external environment and internal resources,using the "Porter’s Five Forces" model The paper firstly describes the competitive strategy of Guangdong Zhen Yan Company.This paper firstly elaborates the development situation of Guangdong Zhen Yan Company’s all-in-one electronic products,analyzes the problems of narrow market scope,single product series camp,low efficiency of product innovation and design capability and insufficient product cost leadership in the current enterprise development and product competition,and analyzes the low competitiveness of product differentiation in the current enterprise situation.Secondly,through PEST analysis of the external environment of Guangdong Zhen Yan’s all-in-one electronic products,the Porter’s Five Forces model was applied to analyze the industry environment in which the industry is located,and the internal resources and capabilities of Guangdong Zhen Yan were compared,and SWOT tools were used to analyze the strengths,weaknesses,opportunities,and threats of the enterprise’s product competition.The SWOT tool was used to analyze the strengths,weaknesses,opportunities and threats of the company’s product competition and to analyze the matrix and strategic optimization.The results of the analysis concluded that Guangdong Zhen Yan should accelerate the development of new products matching the market demand with sufficient profit cash flow,and strengthen the competitiveness of its products with a product lineup of different functional combinations.In addition,in the product differentiation as the core strategy,accelerate the generalized standard module design and accessories production,reduce the cost of production of accessories to enhance the competitive advantage of cost leadership strategy.Finally,optimize the speed of product development to form an effective speed competitive advantage,and do a good job of expanding the market and refining the market channels.In order to realize the differentiation strategy as the core of competition,the cost leadership as the basis,and the planning of the diversified combination strategy,the product design innovation,the effective formation of a common standard,the expansion of the market and the development of the functional combination camp to match the market demand and other aspects of the effective implementation for the product competition strategy to do a good job to guarantee resources.In this paper,we have developed a sustainable competitive strategy for Guangdong Zhenran’s all-in-one electronic products under the current environment,which provides practical and theoretical implications for the study of product competitive strategy in the all-in-one electronic industry.Combined with the strategic planning of product competition,Guangdong Zhenran’s all-in-one electronic product competition should consolidate the cost leadership strategy as the base plate,strengthen product differentiation as the core strategy,accelerate the development and expansion of the market,in order to improve the profitability and sustainable development of the enterprise escort.