【作者】 赵璐；

【导师】 魏长霖；

【作者基本信息】 河北经贸大学 ， 企业管理， 2016， 硕士

【摘要】 伴随改革开放发展起来的家电行业,经历近30年的发展已经成为了一个成熟的行业,现如今的家电行业正挥别高速增长的时代,慢慢步入低速增长的时代。究其原因,前期家电行业发展过快,造成其产能严重过剩,市场也处于深度饱和的状态,因此各家电企业间的竞争也日趋白热化,但其竞争行为多停留在营销层面,营销的策略和手段也基本保持一致,各竞争主体几乎齐头并进,差距并未拉开。在此局面下,家电企业为了保持并提高自身的竞争优势,拉开与竞争对手的差距,试图通过转型实现自身的优化与升华,使企业获得质的飞跃。本文从营销层面、产品更新层面、组织层面、技术创新层面四个方面全面分析了家电行业目前的现状,并以为家电企业指明未来发展方向为目标进行了相关研究。目前家电行业的竞争异常激烈,企业要想生存发展就必须实施战略转型,全面提升自己,即完善运营模式和营销模式,并以消费者的需求为导向进行技术创新和产品更新。另外,本文以已有的企业战略转型理论为基础,同时结合家电行业的特点,通过分析、总结和归纳,提出针对家电企业的四种转型类型:市场行为强化型、产品更新强化型、经营行为强化型和“以消费需求为导向”的技术融合创新型。本文查阅了大量文献资料,初步了解了中国家电行业的兴起与发展历程,对家电企业、家电产品及其消费市场等方面进行了深入的分析,对家电行业的发展现状进行了全面的掌握,并对上述数据进行整理数据、分析和筛选数据,确定出了影响家电企业转型的26个指标。在竞争优势理论的基础上,运用AHP层次分析法分析这些指标的权重,然后利用无量纲法来分析企业的实际情况,将权重和实际评分值相结合得出企业的转型因子,同时运用数学中映射的概念建立选择分类模型以供企业选择转型方向与类型,并从企业层面和政府层面分别进行建议。最后以MD企业为例进行实证研究。本文的研究结果对帮助家电企业顺利实现转型具有一定的指导意义,同时对其他行业的转型实现也具有一定的参考价值。更多还原

【Abstract】 In the past 30 years, the hosehold appliance industry in China developed rapidly along with the reform and opening-up policy and now it has become a mature industry, but in the recent years, it had to say goodbye to the rapid growth time and step into the low speed increasing period. The reason was that the hosehold appliance industry developed too fast in the early time and resulted in serious overproduction and saturated market, so, the competition among hosehold appliance companies became more and more violent. However, the hosehold companies competed mainly in the marketing aspect using the same policies and methods, as a result, they moved slowly in the same pace and the gap among them became more and more smaller. In this sitution, the hosehold appliance companies were turning to the transforming policy, and they belived that the transfoming poliy would optimize and promote themselves and finaly bring them some leading competition advantages.The paper analyze the current sitution of the household appliance industry in the aspects of marketing, products updating, operation model and technical innovation, and carried out correlational research aiming at pointing out the developing direction for the household appliance industry in China. At present, the competition activities in Chinese household appliance didustry were in a fierce sitution, enterprises must turned to strategy transtion for living and further development, to be specific, companies needed to improve their operation and marketing model, in the meantime, they also needed to carry out products updating and technical innovation guided by the requirements of the consumers. At last, based on the company strategy transtion theories of other professors and the characteristics of houshold appliance industry, the paper put forward four kinds of transtion types, which were marketing behavior enhancement type, product updating enhancement type, operating behaviror enhancement type and technique fusion innovative type guided by the requirements of the consumers by means of analysising, summaring and concluding.The author knew about the rise and development of Chinese household appliance industry by the method of refering to a large number of document literatures, and then analyze the household appliance companies, the household appliances and their consumer market deeply to fully grasp the development sitution of Chinese household appliance industry, as a result, she got 26 indexes which would affect the transition strategy by processing, analysising and filtering the informations above. At last, depend on the theory of competitive advantage, she firstly used the analytic hierarchy process(AHP) to gain the weight of the 26 indexes, and secondly uesd demensionless method to analysis the real situtation of the company, and thirdly combined the weight of the 26 indexes and the actural score values to obtain the transition factors of the company, and forthly established the selection and classification models using the mapping method in mathematics for companies to chose a correct transition type, and fifthly adviced to the company and the government to help companies achieve strategy transition successfully. In the end of this paper, she also took the example of MD to carried out a empirical study.The results of this paper would provide some guiding significance for houshold appliance companies to successfully achive strategy transiton, and meanwhile pocessed some reference value for companies of other industries.更多还原