1530-海信电器青岛公司竞争战略研究

海信电器青岛公司竞争战略研究山东科技大学工商管理硕士学位论文摘要1摘要我国是家电制造大国，在十二五、十三五期间，家电产业都是国家重点投资扶持产业。随着近年来全球经济一体化进程的不断加快以及市场经济体制的逐渐深入，家电行业呈现出了快速、稳定增长的发展态势。一方面，良好的外部环境为家电产业的发展提供了有利机遇，另一方面也加剧了家电产业的市场竞争。海信集团是国内知名的家电产业集团，自1969年成立至今，以其强大的技术能力和高超的管理能力，在国内外市场均取得了优秀成绩，在中国电子信息百强企业中名列第六。海信电器青岛公司是海信集团经营规模最大的控股子公司，销售能力较强，规模较大，业绩较为突出。2014年是海信建厂45周年，为实现“建百年海信，创国际品牌”的发展目标，海信集团应当在总结现有发展成果的基础之上，进一步调整发展战略，实现海信电器青岛公司的可持续发展。通过对相关文献资料的研究与分析，理清国内外针对此领域的研究现状，为研究奠定必要的理论基础；综合运用多种科学研究理论和方法，以波特五力模型、SWOT矩阵等对目前海信电器青岛公司所处的发展环境以及内部的资源进行研究，深入剖析海信电器青岛公司所面临的竞争机遇与挑战，所具备的资源优势与劣势；结合海信电器青岛公司目前的经营发展现状，对其竞争战略目标以及战略路径进行研究，运用STP战略、4P策略等工具，有针对性的提出建议与对策；最后对海信电器青岛公司竞争战略的支持策略以及发展对策进行详细论述。从而为海信电器青岛公司竞争战略的实现提供指导，也为国内其他家电企业集团的快速、高水平发展提供参考与借鉴。关键词：海信电器；竞争战略；战略管理山东科技大学工商管理硕士学位论文摘要2AbstractChinaisahouseholdelectricalappliancemanufacturingpower,inthetwelfthfiveyearplan,during1035,householdapplianceindustryisanationalkeysupportinvestmentinindustry.Withtheglobaleconomicintegrationprocessacceleratinginrecentyears,themarketeconomysystemgradually,thehomeapplianceindustryshowedrapiddevelopmenttrend,thesteadygrowthofthe.Ontheonehand,goodexternalenvironmentprovidesafavorableopportunityforthedevelopmentofthehomeelectricalapplianceindustry,ontheotherhandintensifiedthehomeapplianceindustrycompetitioninthemarket.Hisensegroupiswell-knowndomesticappliancesindustrygroups,hasbeenestablishedsince1969,withitsstrongtechnicalabilityandexcellentmanagementcapabilities,excellentresultswereachievedinthedomesticmarket,rankedsixthintheChineseelectronicinformationhundredenterprisesin.HisenseQingdaoelectriccompanyisasubsidiaryofHisenseGroupoperatesthelargest,strongsalesability,scaleislarger,theperformanceofthemoreprominent.2014istheHisenseplant45anniversary,fortherealizationofahundredyearstobuildHisense,developmentgoalstocreateaninternationalbrand,Hisensegroupshouldbebasedonthesummaryoftheexistingachievements,furtheradjustmentofdevelopmentstrategy,realizethesustainabledevelopmentofHisenseQingdaoelectriccompany.Throughtheresearchandanalysisofrelevantliterature,clarifyingtheresearchstatusathomeandabroadinthisfield,layanecessarytheoreticalbasisforresearch;comprehensiveuseofvariousscientificresearchtheoryandmethod,tostudythedevelopmentenvironmenttoPotter'sfiveforcesmodel,SWOTmatrix,PESTanalysisonthepresentHisenseelectricalQingdaocompany'sandinternalresources,in-depthanalysisofcompetitiveopportunitiesandchallengesHisenseQingdaoelectriccompanyfaces,resourceadvantageanddisadvantagewiththecombinationofHisense;electricalQingdaocurrentbusinessdevelopmentpresentsituation,theresearchonitscompetitivestrategyobjectivesandstrategicpath,useSTPstrategy,4Pstrategyandothertools,putforwardthesuggestionsandCountermeasuresthelastdetail;supportstrategiesforthecompetitivestrategyHisenseelectriccompanyofQingdaoanddevelopmentcountermeasures.InordertoachieveforthecompetitionstrategyofQingdaoHisenseelectricappliancecompanytoprovideguidance,butalsoprovidereferenceforotherdomesticenterprisefast,highlevelofdevelopment.山东科技大学工商管理硕士学位论文摘要3Keywords:Hisenseappliances，competitivestrategy，strategicmanagement山东科技大学工商管理硕士学位论文目录1目录摘要.........................................................1Abstract.......................................................21绪论.......................................................41.1问题的提出................................................................................................................41.2研究的意义...................................................................................................................51.2.1理论意义............................................................................................................51.2.1现实意义............................................................................................................51.3国内外研究现状..........................................................................................................51.3.1国外研究现状....................................................................................................51.3.2国内研究综述...................................................................................................71.4研究内容......................................................................................................................81.5研究方法与技术路线..................................................................................................81.5.1研究方法............................................................................................................81.5.2技术路线............................................................................................................92.相关理论基础...............................................112.1战略管理理论.............................................................................................................112.1.1波特竞争理论..................................................................................................112.1.2STP理论...........................................................................................................112.2营销管理理论....................................................................