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Research on Competitive Strategy of Sanlian Household Appliance

Author: HouPeng
Tutor: ZhongGengShen
School: Shandong University
Course: Business Administration
Keywords: Triple appliances Competitive Strategy Differentiation strategy
CLC: F426.6
Type: Master's thesis
Year: 2010
Downloads: 192
Quote: 0
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Abstract


In this paper, based on the theory of competitive strategy, competitive strategy formulation process as the main line, through a comprehensive analysis of the opportunities and threats faced by the triple appliances, as well as the advantages and disadvantages of the triple appliances, study and formulate a differentiation strategy, and strategy implementation made the design and discussed in detail, and provides a scientific and rational direction for the future development of the triple appliances, and similar appliances retailer has a certain reference. First, the use of PEST, five forces model analysis tools, analysis of the triple appliances macro environment, industry environment, the competitive environment and the external environment. Analysis can see the triple appliances facing a favorable macroeconomic environment, policy environment, market environment, the competitive environment and transition timing of many opportunities, but it also faces domestic appliance market slowdown caused by the deterioration of the international environment, and Shandong appliance retail market is increasingly competitive and many other threats. Then, triple appliances internal resources and capacity analysis, summed up the advantages and disadvantages of the triple appliances. \In addition, triple appliances also has a competitive advantage in terms of culture, management and operation mechanism, especially the service and information technology. The disadvantage is the business size and strength, greatly reduced, brand image has been severely damaged, as well as financing environment and the ability to very poor. Based on the opportunities and threats faced by the triple appliances, as well as triple appliances, internal resources and capabilities analysis, under the guidance of the theory of the Porter strategy, weaknesses, give full play to the unique advantages of the triple appliances in information technology and services, and research to develop a triple appliances differentiation strategy, from differences in the way of operations management, product and market differentiation, service differentiation, expansion mode differentiation and brand differentiation, etc. described. To safeguard the smooth implementation of the triple appliances differentiation strategy, organizational structure, human resources management, corporate culture construction, collaborative integrated supply chain management system building, regional expansion mode to copy the design and arrangements, so as to differentiate the successful implementation of competitive strategy to provide protection. This study to tease out the experiences and lessons of the triple appliances, analysis of accumulated before the triple appliances in the face of adversity, how rational use of resources and capabilities rise again, both strong practical significance, but also for other regional appliance circulation the development of enterprises has a certain reference value.

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