ABSTRACT
Currently, small household appliances enterprises are faced with both
opportunities and challenges. On the one hand, with the national economy and
incomes rise, People's life style is further changing, grows day by day to small
household electrical appliances' demand, brings the opportunity which for the small
household electrical appliances enterprise further grows. On the other hand, the small
household electrical appliances enterprise is eliminated easily, the brand is not
centralized, the core competencies is lack and so on. How to seize market
opportunities, breaking strategic convergence, identify strategic positioning, then
culturing Chinese small home appliance company's core competitiveness, which is a
new problem. This article based on the small appliance industry competitive
environment analysis, summarizes its successful strategic selection 、the application
and it to be worth profiting from the place. Classifying the small household electrical
appliances profession from two angles which is competitive position and business forms
for the first time. System studies the various types enterprise's competition strategy
selection. Quantitatively describes the evaluation and construction of the core
competencies with a method of AHP. Finally gives the competition strategy selection
process of the small appliance industry.
The first chapter is an introduction leads to the background and significance of
the topic, illustrates the application of the basic theory and the main method, and
gives the main content and research ideas. The second chapter is related to the
literature review and theoretical study. The third chapter is the background of small
household appliances. The fourth chapter is competition in the small appliance
industry. The fifth chapter is the strategic positioning of small household appliances.
The sixth ,seventh and eighth chapters are the analysis of Galanz Group, Midea Group,
Joyoung Co., Ltd, and of its growth through strategic use of case types. Finally,
conclusions are summarized characteristics of the small appliance industry
competitive strategy and the outlook for the future development of small appliances.
Key word : Small household appliances ,Competitive Strategy ,
Strategic Positioning