GF 公司担保公司作为其中的一员，其发展也遇到了瓶颈。本文主要研究的对象是 GF
担保公司的产品开发策略，目的是希望能够通过对相关理论的研究分析，结合 GF 公
司的自身情况制定出一套符合公司发展的产品开发策略，使其产品体系得以完善，最
终使其在行业中保持竞争优势。

文章采用的主要产品理论有产品生命周期理论、产品差异化理论、新产品开发理
论、品牌理论等。基于上述理论的研究，结合对 GF 公司自身产品及产品开发策略存
在的问题进行分析，找出问题的成因，最终确立了 GF 公司产品开发策略制定的方向，
即以差异化策略为基础，兼顾新产品开发和品牌建设。文中最后提出了政策上的支持、
管理层的重视、信息系统的建设等产品开发策略顺利实施的保障条件。

最后，希望通过这些产品开发策略的制定和实施能够使得 GF 公司在激烈的市场
竞争中仍然处于优势地位。

关键词： 产品开发策略 品牌 差异化 GF 担保公司
作 者：周 奔
指导老师：薛誉华
Abstract
After twenty years of development,our guarantee industry is more and more mature.
Industry competition is increasingly fierce.The customers have more and more
requirements.All of these made a problem which constraints the development of GF
Guarantee Corporation.As a member of the industry,there some problems with GF
company. The object of this research is the product-strategy of GF company.Based on the
related theorys and the situation of itself,we hope there is a product-strategy which meets
the company can be made. This strategy can improve its products and ultimately have
competitive advantage in the industry.
There is theory of product life cycle, product differentiation, new product exploitation
and brand.Based on these theories and the product situation now,we fand the direction of
product-strategy that is based on the differentiation strategy, and to take into account both
new product development and brand construction. Is is finally proposed some guarantee
conditions , such as the policy support, hish value from management, the construction of
information system, etc, which are guarantee conditions for implementation of
product-strategy.
At last, I hope that through these product-strategy formulation and implementation to
make GF company be the dominate one in the fierce market competition.
Key words: product-strategy; brand; differentiation; GF guarantee corporation
Written by:Zhou Ben
Supervised by:Xue Yu hua