格力电器公司空调产品竞争战略研究 随着改革开放40周年的发展历程，我国家电产业也经历了翻天覆地的变化，家电产 业已然形成了一个品类多样化 、配套齐全化、产业链连续化、消费市场高度成熟化的标杆 产业。然而，在经济下行、房地产政策紧缩、人口红利消失的环境下，家电企业的持续发 展面临巨大压力。同时我国 经济向高质量发展，国家倡导制造业生产高质量产品。格力电 器是中国家电行业的领军企业，其空调产业更是业界第一。在国内空调市场缩小，消费者 消费升级以及消费结构变 化的环境下，空调市场竞争日益激烈。格力电器空调产品同时面 临着机会和挑战，因此需要做出决策，制定新的竞争战略，实现可持续发展。 本文以格力电器空调产品为研究对 象，应用战略管理、竞争战略相关理论，参考制造 业战略管理和竞争战略相关文献，结合产业内外部所处环境，以及产业资源，通过PEST 分析、SWOT分析，应用波特五力模型， 以公司发展战略为依据，为格力电器公司空调产 品选择了竞争战略。首先，本文对格力电器空调产品当前概况进行了阐述，并且对目前发 展中存在的产品设计创新能力、产品营 销差异化能力、产品生产运营能力问题进行了总结， 分析出导致以上问题的原因是产品创新研发设计能力弱、产品营销差异化能力不足和产品 生产运营管理能力差等；其次，应 用PEST分析工具分析了格力电器空调产品竞争的外部 宏观环境，应用波特五力模型分析了格力电器空调产品所处行业的行业环境，并且对格力 电器空调产品内部环境进行分析阐 述，基于以上内外部环境分析应用SWOT工具分析定位 出格力电器空调产品的优势与劣势，机会与威胁，认为格力电器空调产品应充分利用产品 研发及盈利能力优势来加强核心技 术，生产差异化产品，提升产品品牌影响力及产品竞争 力，继而避免外部威胁；最后，在深入剖析空调产品市场整体发展状况以及格力电器空调 产品的概况，并且全面掌握格力 电器空调产品所面临的问题以及存在局限的基础上，运用 竞争战略管理理论相关知识，为格力电器空调产品选择低成本战略为基本战略，差异化战 略为核心战略，并提出了产品 设计创新、产品质量及成本管控、开拓产品营销模式四个战 略实施路径以及企业文化、组织管理、人力资源、信息化管理四个方面保障措施。 本文对格力电器空调产品的竞争战 略研究，对家电产品战略研究的理论研究具有参考 意义。同时在实践上为格力电器空调产品进行竞争战略制定与实施规划，以提升其空调产 II 品竞争力，扩大市场份额，对我国 家电产品的核心竞争力提升，以及实现竞争优势和可持 续发展并最终实现战略目标具有借鉴意义。 关键词： 空调产品，竞争战略，低成本战略，差异化战略 III Abstract ResearchontheCompetitiveStrategyofGreeElectricCompany's AirConditioningProducts Withthedevelopmentofthe40thanniversaryofreformandopeningup,China'shome applianceindustryhasalsoundergonetremendouschanges.China'shomeapplianceindustry hasalreadyformedabenchmarkindustrywithdiversifiedcategories,completesupporting facilities,continuousindustrialchain,andhighlymatureconsumermarkets.However,underthe environmentofeconomicdownturn,tighteningofrealestatepolicyanddisappearanceof demographicdividend,thesustainabledevelopmentofhomeappliancecompaniesisfacing tremendouspressure.Atthesametime,China'seconomyisdevelopingtowardshighquality, andthestateadvocatesmanufacturingtoproducehigh- qualityproducts.GreeElectric AppliancesisaleadingenterpriseinChina'shomeapplianceindustry,anditsair-conditioning industryisthefirstintheindustry.Undertheenvironmentofshrinkingdomestic air-conditioningmarket,upgradingofconsumerconsumptionandchangesinconsumption structure,theair-conditioningmarketisincreasinglycompetitive.Greeair-conditioningproducts arefacingbothopportunitiesandchallenges,sotheyneedtomakedecisions,formulatenew competitivestrategies,andachievesustainabledevelopment. ThisarticletakesGree'sair-conditioningproductsastheresearchobject,appliestherelevant theoriesofstrategicmanagementandcompetitivestrategy,referstotheliteratureon manufacturingstrategicmanagementandcompetitivestrategy,andcombinestheinternaland externalenvironmentoftheindustryandtheindustrialresourcesthroughPESTanalysisand SWOTanalysisandPorter'sfive- forcemodel,basedonthecompany'sdevelopmentstrategy, choseacompetitivestrategyforGree'sair-conditioningproducts.First,thisarticledescribesthe currentoverviewofGree'sair-conditioningproducts,andsummarizesthecurrentproblemsin productdesigninnovation,productmarketingdifferentiation,productproductionandoperation capabilities,andanalyzesthecausesoftheaboveproblemsareproductsWeakinnovationand designcapabilities,insufficientproductmarketingdifferentiationcapabilities,andpoorproduct production,operationandmanagementcapabilities,etc.Secondly,thePESTanalysistoolwas usedtoanalyzetheexternalmacroenvironmentofGreeair- conditioningproductscompetition, IV thePorterfive-forcemodelwasusedtoanalyzetheindustryenvironmentoftheindustry,and theinternalenvironmentofGreeair- conditioningproductswasanalyzedandelaboratedbased onTheaboveinternalandexternalenvironmentanalysisusesSWOTtoolstoanalyzethe advantagesanddisadvantages,opportunitiesandthreatsofGreeAirConditioningProducts,and believesthatGreeAirConditioningProductsshouldmakefulluseofproductdevelopmentand profitabilityadvantagestostrengthencoretechnologies,producedifferentiatedproducts,and enhanceproducts'sbrandinfluenceandproductcompetitiveness,andthenavoidexternal threats;Finally,onthebasisofin-depthanalysisoftheoveralldevelopmentofthe air-conditioningproductmarketandthegeneralsituationofGree'sair-conditioningproducts, andonthebasisofcomprehensivelygraspingtheproblemsandlimitationsfacedbyGree's air-conditioningproducts,applyingtherelevantknowledgeofcompetitivestrategic managementtheorytoprovideGree'sair-conditioningproducts,thelow-coststrategyisselected asthebasicstrategy,andthedifferentiatedstrategyisthecorestrategy,italsoproposesfour strategicimplementationpathsofproductdesigninnovation,productqualityandcostcontrol, anddevelopmentofproductmarketingmodels,aswellasfouraspectsofcorporateculture, organizationalmanagement,humanresources,andinformationmanagementsecuritymeasures. ThisarticleisofreferencesignificancetotheresearchonthecompetitivestrategyofGree's air- conditioningproductsandthetheoreticalresearchonthestrategicresearchofhome appliances.Atthesametimeinpractice,GreeElectricAirConditioningProductscompetingin theformulationandimplementationofstrategicplanningtoenhancethecompetitivenessofits air- conditioningproductsandexpandmarketshare,itcanbeusedforreferencetoenhancethe corecompetitivenessofChina'shouseholdelectricalappliances,aswellastoachieve competitiveadvantageandsustainabledevelopmentandultimatelytoachievestrategicgoals. Keywords: Air-conditioningproducts,Competitivestrategy,Low- coststrategy,Differentiationstrategy V 目录 第1章绪 论.........................................................................................................1 1.1研究背景与意 义...........................................................................................1 1.2研究方法与内 容...........................................................................................2 1.3文献综述与理论基 础...................................................................................3 第2章格力电器空调产品发展现状和存在的问 题............................................9 2.1格力电器空调产品发展概况.......................................................................9 2.2格力电 器空调产品发展中存在的问题.....................................................10 2.3格力电器空调产品发展中存在问题的原因分 析....................................11 第3章格力电器空调产品竞争环境分析.........................................................13 3.1格力电器空调产品外部 环境分析.............................................................13 3.2格力电器空调产品内部环境分 析.............................................................25 3.3格力电器空调产品SWOT分 析...............................................................28 第4章格力电器空调产品竞争战略制定及其实施........................................33 4.1格 力电器空调产品竞争战略目标.............................................................34 4.2格力电器空调产品竞争战略选 择.............................................................35 4.3格力电器空调产