东鹏家居产品延伸策略研究

Research on The Extension Strategy of Dong PengHousehold ProductsAbstractProduct extension is the advanced stage of product competition growth,is the maincomponent of product growth,but also the enterprise product growth strategy of the inevitableproduct.There are two reasons for product extension,internal enterprises and market internal,theemergence of market saturation,resulting in a small market share space,the development of theentire market needs to carry out product innovation to promote enterprise products to adapt tomarket changes,and enterprises to adopt product extension strategy is also an important andeffective way.Through the definition of product extension,analysis of Dongpeng home productextension development process,through dongpeng product management performancedevelopment process analysis,from the perspective of consumers,competitors,analysis ofDongpeng product extension of the power.And through the analysis of dongpeng home's productdevelopment strategy and target consumer group characteristics in different stages,the impact ofproduct extension strategy and product extension on Dongpeng home is discussed.Throughanalysis,the author believes that Dongpeng home's current product extension strategy is moresuccessful than success,and that product extension should adhere to the core value of the producton theimpact of product extension strategy and product extension on Dongpeng home is discussed.Through analysis,the author believes that Dongpeng home's current product extension strategy ismore successful than success,and that product extension should adhere to the core value of theproduct on the basis of scientific product positioning,and continue to provide quality products andservices.Key words:Product extension;Dongpeng Home;Target Consumer Groups;Strategy