浅析我国西式小家电行业进入壁垒.pdfVIP

第26卷第3期 青岛科技大学学报 （社会科学版） Vol.26，No.3 2010年9月 Journal of Qingdao University of Science and Technology（Social Sciences) Sep.2010 ● 经济与管理研究 浅析我国西式小家电行业进入壁垒 ○ 罗公利，李静 　　（青岛科技大学　经济与管理学院，山东　青岛　266061） ［摘　要］我国西式小家电行业不仅存在结构性进入壁垒，而且存在策略性进入壁垒和政府规制性壁垒。其中，结 构性进入壁垒主要由消费者偏好、规模经济和市场竞争所构成；策略性进入壁垒主要来自于产品差异和营销策略；政 府规制性壁垒主要表现为产品标准的提高。因此，应对我国西式小家电行业进入壁垒，需要新进入者采取积极开辟新 市场、选择国外目标市场、采用先进生产技术和采取有效营销手段等策略。 ［关键词］西式小家电；进入壁垒；策略 ［中图分类号］F750　 ［文献标识码］A　［文章编号］1671-8372（2010）03-0064-05 Analysis on China’s western-style small household electrical appliances industry entering the barrier LUO Gong-li, LI Jing （College of Economics and Management, Qingdao University of Science and Technology, Qingdao 266061, China） Abstract: There are not only the structural entry barriers but also the strategic entry barriers and the regulative barriers in western-style small household appliances industry in China. Among them, the structural entry barriers mainly consist of consumer preferences, scale economy and market competition; the strategic entry barriers mainly include the product differences and marketing strategies; the regulative barriers mainly refer to the raised product standards. Therefore, in order to deal with the entry barriers of western-style small household appliances industry in China, the new enterprises should take measures such as opening up new markets actively, selecting foreign target market, and adopt advanced production technology and effective marketing strategies, and so on. Key words：western-style small household appliances; entry barriers; strategy 一、行业进入壁垒 （一）结构性进入壁垒 所谓进入壁垒，是指相对于企图进入某行业的 结构性进入壁垒又称为经济性进入壁垒，产生 新企业，现存企业所具有的竞争优势，或者