产品战略管理已成为生产型企业经营管理的核心和重点。每一个负责任的
企业领导必须根据顾客需求和市场发展的情况，结合自身的资源，明确企业发
展的方向，有所为，有所不为，并制定相应的战略，针对具体情况采取切实有
效的对策，以确保战略的实现。由此产生的问题是：企业应生产什么产品？如
何开发出适销对路的产品？如何合理地配置产品生产资源？如何有效地保证产
品质量？如何使产品满足顾客的要求和期望？如何打开产品销路、占领市场？
南方摩托股份有限公司（以下简称公司）摩托车事业历经四十多年的发展，
从小到大，从弱到强，1957 年曾诞生了新中国第一台摩托车发动机，1990 年南
方牌摩托车在北京亚运会上一展雄风。但是，从1995 年以来，公司摩托车国内
市场销售出现了较明显的下降趋势，生产经营一度陷于困境。因此，进行产品
战略调整对公司的发展具有十分重要的意义。

本文根据产品寿命周期理论和竞争分析方法等与企业产品战略有关的理论
和方法，通过对摩托车、汽车零部件产品市场和公司现状的调查，分析了公司
所面临的机遇和挑战，针对摩托车和汽车零部件等有关产品经营所面临的形势，
阐明了产品调整战略，为公司制定了一套较完整的产品战略调整方案，发展汽
车产品的策略。包括品牌营销策略、技术整合策略、业务整合策略、质量与成
本策略、人才策略等。

关键词：公司；产品；战略；调整；策略
Abstract
With the development of science and technology and the alteration acceleration of
social life, fierce market competition and personalized consumption lead to drastic decrease
of the utilization period of the product. Inter-enterprise competitions mostly embody the
competitions of enterprise values and concentration abilities. Every organization faces the
strategic challenges originated from the continuously changing markets and intensively
competing surroundings.
The management of product strategies has become the emphases and nucleus of
operation and administration production-oriented enterprises. According to the situations of
customer requirements and market development, taking advantage of the existing resources,
each responsible enterprise leader must clarify the development direction of the corporation,
considering does and non-does. Further more, they shall establish the corresponding
strategies, adopt effective and feasible countermeasures, ensuring the realization of the
whole plan. Hence, the following questions appear: what products shall the enterprises
produce How do the enterprises develop their characteristic best-sellers How do the
enterprises reasonably distribute the production resources How do the enterprises guarantee
the qualified products
Nanfang Motor Limited Company (Hereinafter “the Company”) has grown up from
small to broad in scale, from weak to power in strength over past forty years, in 1957,
successfully developed the first motorcycle engine in china, in 1990, Nanfang motorcycles
had beautiful demonstration on Beijing Asian Games. But the Company producing and
operating had been very difficult because internal market sell rate of the motorcycles had
been down since 1995. Therefore adjusting product strategy are very important for the
Company.
This article discusses the opportunities and challenges faced by “the Company” with
product lifecycle theory, brand marketing theory, competition analytic method and related
product strategy theories and methods. The paper further analyzes the current operations in
the company’s product lines such as motorcycles and automobile parts etc, and clarifies the
company’s adjusting product strategy through investigating the Company situation and
markets of motorcycles and automobile parts. It formulates a total automobile parts strategy
adjusting programs, developing automobile parts tactic which includes brand marketing
tactic, integrated technique tactic, integrated business tactic, quality and cost tactic, talents
tactic etc.
Key Words：Company ; Product ; Strategy ; Adjusting ; Tactics