中国家电企业竞争战略研究.docVIP

摘　　要 竞争战略的研究一直是理论和实践界都十分关注的焦点，它是企业发展具有决定性意义的因素。中国家电企业从改革开放发展至今，其战略的发展演变可以代表大多数中国企业的基本情况。本文旨在通过对中国家电企业竞争战略的研究，找出目前中国家电企业在竞争战略方面做出的成绩，更重要是发现国内家电企业在竞争战略上的不足和偏差，希望为中国家电企业竞争战略的制定提出一定的参考意见。 本文通过对中国家电企业发展历程进行梳理和阶段划分，基于波特竞争战略理论和产业组织理论的理论工具和方法，来分析了中国家电企业的战略发展演进过程。并通过中国典型家电企业的案例分析，总结出中国家电企业在总成本领先和差异化战略上的成功与不足。 最后本文指出未来中国家电企业应当在全球化的新竞争环境下，进一步将总成本领先战略和差异化战略完善深化，并借助企业文化管理，信息化管理以及兼并收购和技术创新等手段来融入全球化的竞争中去。 关键词：家电企业　竞争战略　总成本领先战略　差异化战略　Abstract The theory of competitive strategy is the focus in the field of theory and practice. The competitive strategy is a decisive factor in the development of a company. After many years development, the Chinese domestic home appliance enterprises have represented the Chinese enterprises in the strategy development. The objective of this thesis is to find out the achievement about competitive strategy. And the more important thing is to uncover the lack and mistake in the competitive strategy from the Chinese domestic home appliance. This thesis hopes it can give some advice on competitive strategy when Chinese appliance enterprises make their competitive strategy. The thesis research is based on theories of Porter’s strategy and industrial organization. It analyses the development phases of Chinese appliance enterprises. And the research concludes the success and failure of overall-cost leadership and differentiation strategy carried by Chinese domestic home appliance enterprises. At last in this thesis The Chinese domestic home appliance should better the overall-cost leadership strategy and differentiation strategy, and join the global market by organization culture, information management, technology innovation and merge. Key words: domestic home enterprise competitive strategy Overall-cost leadership strategy differentiation strategy 目 录 前言 1 1　文献综述 3 1. 1中国家电企业竞争战略研究现状 3 1. 1. 1中国企业战略管理研究的现状 3 1. 1. 2中国家电企业竞争战略研究现状与不足 4 1. 2本文的理论基础和研究方法 5 1. 2. 1西方战略管理理论综述 5 1. 2. 2波特的竞争战略理论的阐述 7 2　中国家电企业发展历程回顾 11 2. 1中国家电企业发展历程的阶段划