【作者】 黄敏；

【导师】 谢品； 李聚；

【作者基本信息】 广西大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 在全球化和技术革新浪潮的推动下,家电行业面临着日益激烈的竞争与复杂多变的市场环境。本研究聚焦于广东XQ电器股份有限公司(以下简称“XQ电器公司”)的竞争战略,旨在深入剖析其在家电市场的竞争地位、发展潜力及面临的挑战,为公司战略决策提供理论支持和实践指导,并为同行业其他企业提供有益的参考。研究首先运用PEST模型和波特五力模型对XQ电器公司所处的宏观环境和行业竞争环境进行了全面而细致的分析。通过竞争态势矩阵(CPM矩阵),明确了XQ电器公司的主要竞争者和竞争态势,并利用外部因素评价矩阵(EFE矩阵)评估了外部因素对公司战略的影响程度。在内部环境分析方面,本研究从资源和能力两个维度对XQ电器公司进行了综合评估。通过梳理公司的资源状况和核心能力,揭示了其在技术研发、品牌建设、渠道拓展等方面的竞争优势,同时也指出了在存货管理、营销成本控制等方面的不足。在此基础上,构建内部因素评价矩阵(IFE矩阵),进一步明确了公司的内部优势和劣势。基于上述内外部环境分析,利用SWOT矩阵分析了XQ电器的优势、劣势、机遇和威胁,并提出了多种战略选择。结合公司的竞争战略选择原则和定量战略计划矩阵(QSPM)的分析结果,认为差异化战略是目前最适合公司的竞争战略。该战略包括产品差异化、渠道差异化、营销差异化和品牌差异化等方面,旨在通过不断创新和满足消费者需求,提升公司的市场竞争力和品牌影响力。最后,为保证差异化战略能够顺利实施,提出优化企业组织结构、加强人力资源管理、强化技术研发保障、扩大产品品牌影响、推动业务数链升级和营造良好企业文化的保障措施。更多还原

【Abstract】 Driven by the wave of globalization and technological innovation,the home appliance industry is faced with increasingly fierce competition and a complex and changeable market environment.This research focuses on the competitive strategy of Guangdong XQ Electric Appliance Co.,Ltd.(hereinafter referred to as "XQ Electric Appliance Company"),and aims to deeply analyze its competitive position,development potential and challenges in the home appliance market,provide theoretical support and practical guidance for strategic decision-making,and provide useful reference for other enterprises in the same industry.Firstly,the PEST model and the Porter five-force model are used to make a comprehensive and detailed analysis of the macro environment and industry competitive environment of XQ Electric Appliance Company.Through the competition situation matrix(CPM matrix),the main competitors and competitive situation of XQ electrical appliance company are defined,and the external factors evaluation matrix(EFE matrix)is used to evaluate the influence degree of external factors on the company’s strategy.In terms of internal environment analysis,this study comprehensively evaluates XQ Electric Appliance Company from two dimensions of resources and capabilities.By sorting out the company’s resource status and core capabilities,it reveals its competitive advantages in technology research and development,brand building,channel expansion and other aspects,and also points out the deficiencies in inventory management,marketing cost control and other aspects.On this basis,the internal factor evaluation matrix(IFE matrix)is constructed to further clarify the internal advantages and disadvantages of the company.Based on the above internal and external environment analysis,the advantages,disadvantages,opportunities and threats of XQ electrical appliances are analyzed by using SWOT matrix,and various strategic choices are proposed.Combined with the company’s competitive strategy selection principle and the analysis results of the quantitative strategic plan matrix(QSPM),the differentiation strategy is the most suitable competitive strategy for the company at present.The strategy includes product differentiation,channel differentiation,marketing differentiation and brand differentiation,aiming to enhance the company’s market competitiveness and brand influence through continuous innovation and meet consumer needs.Finally,in order to ensure the smooth implementation of the differentiation strategy,the guarantee measures are proposed to optimize the enterprise organizational structure,strengthen human resource management,strengthen the guarantee of technology research and development,expand the influence of product brand,promote the upgrading of business chain and create a good corporate culture.更多还原