| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| Chapter I Introduction | 第17-21页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Research Significance | 第18-19页 |
| 1.3 Research Methods | 第19页 |
| 1.4 Research Content and Framework | 第19-21页 |
| Chapter II Literature Review | 第21-34页 |
| 2.1 Definition of product and product strategy | 第21-22页 |
| 2.2 Product innovation theory | 第22-28页 |
| 2.2.1 Development of research on product innovation | 第23-25页 |
| 2.2.2 Development of research on product innovation management | 第25-26页 |
| 2.2.3 Stage-Gate | 第26-28页 |
| 2.3 Product line theory | 第28-30页 |
| 2.4 Product mix theory | 第30-32页 |
| 2.5 Product life cycle management Theory | 第32-34页 |
| Chapter III Case Description of D Company | 第34-44页 |
| 3.1 Background introduction of D company | 第34-36页 |
| 3.2 Status quo of marketing and product strategy of D company | 第36-41页 |
| 3.2.1 Status quo of marketing of D company | 第36-38页 |
| 3.2.2 Overview of product strategy of D company | 第38-41页 |
| 3.3 Existing problems of product strategies of D company | 第41-44页 |
| Chapter IV Analysis of Sanitary Ware Industry and the Competition Environment of D Company | 第44-56页 |
| 4.1 The current situation and prospect of sanitary ware industry | 第44-45页 |
| 4.2 Competitive landscape and future focus of sanitary ware industry | 第45-50页 |
| 4.3 Product strategy of D company’s major competitor | 第50-51页 |
| 4.4 Opportunities and challenges that D company faces | 第51-56页 |
| Chapter V Existing Problems of Product Strategies of D company | 第56-69页 |
| 5.1 Static analysis of D company’s product strategies problems | 第56-66页 |
| 5.1.1 Analysis of product innovation and R&D problems | 第56-60页 |
| 5.1.2 Analysis of product line problems | 第60-64页 |
| 5.1.3 Analysis of product mix problems | 第64-66页 |
| 5.2 Dynamic analysis of D company’s product strategy problems：product life cycle strategy problems | 第66-69页 |
| Chapter VI Adjustment of Product Strategy of D Company | 第69-74页 |
| 6.1 Purpose and principle of setting new product strategy | 第69页 |
| 6.2 New product innovation and R&D strategy of D company | 第69-70页 |
| 6.3 New product line and product mix strategy of D company | 第70-71页 |
| 6.4 Different product life cycle strategy of D company | 第71-72页 |
| 6.5 Difficulty and solution for implementation of new product strategy of D company | 第72-74页 |
| Chapter VII Conclusion and Vision | 第74-76页 |
| 7.1 Major research achievements | 第74页 |
| 7.2 Insufficiency of research and advice for further research | 第74-75页 |
| 7.3 Prospect for future research | 第75-76页 |
| REFERENCES | 第76-77页 |
