我国居民经济实力的提升和消费升级推动着新的产业持续发展，洗碗机作为降低厨 房劳动强度，提升生活品质的重要设施，近几年得到迅速发展，成为厨电领域的新蓝海。 我国洗碗机极低的普及率使得众多企业看好这一市场并加入竞争行列，B公司作为洗碗 机行业的全球先行者和领导者品牌，在这一市场具有一定的先发优势，但也持续面临竞 争压力，制定科学合理的竞争战略，是保持B公司持续竞争优势的重要途径。 本文基于战略分析相关理论，对B公司洗碗机市场的内外部环境进行了分析，归纳 出B公司洗碗机市场面临的机遇与挑战，以及优势与劣势。提出B公司应实行差异化的 竞争战略，通过技术优势，加强产品和技术创新；加大产品的推广和宣传力度，让更多 消费者知晓洗碗机的优点，推动洗碗机的普及和认可度；打造互联网渠道以降低成本， 提高效率；利用现有财力资源，建设一定数量的形象展示店，与互联网渠道进行有益补 充；整合技术优势，丰富产品线等方面来应对竞争，并具体从渠道建设差异化、基于技 术创新的产品差异化和有形展示的差异化这三个方面来构建差异化战略。同时，B公司 应从组织、流程和战略评价与调整等方面来做好保障措施。作为行业领导者品牌，本文 对B公司洗碗机中国市场在日益激烈的竞争压力中提出了针对性的竞争战略，也为类似 的洗碗机企业提升竞争力，扩大市场份额提供了一定的参考和借鉴。 关键词：洗碗机、竞争战略、差异化战略 II Abstract TheupgradingoftheeconomicstrengthandconsumptionofChineseresidentsare promotingthesustainabledevelopmentofnewindustries.Asanimportantfacilityfor reducingtheintensityofkitchenlaborandimprovingthequalityoflife,dishwashershave developedrapidlyinrecentyears,becomethenewBlueOceaninthefieldofkitchen electricity.Theextremelylowpenetrationrateofdishwashersinourcountrymakesmany enterpriseslookforwardtothismarketandjointheranksofcompetitionpanyB,asthe globalpioneerandleadingbrandinthedishwashersindustry,hasacertainfirst-mover advantageinthismarket,butitisanimportantwaytokeepthecompetitiveadvantageof companyBbymakingscientificandreasonablecompetitivestrategy. Basedonthetheoryofstrategicanalysis,thispaperanalyzestheinternalandexternal environmentofBCompany'sdishwashermarket,andconcludestheopportunitiesand challenges,advantagesanddisadvantagesthatBcompanyfaces.Itissuggestedthatcompany Bshouldcarryoutdifferentiatedcompetitivestrategy,strengthenproductandtechnology innovationthroughtechnologicaladvantage,increaseproductpromotionandpublicity,let moreconsumersknowtheadvantagesofdishwashers,andpromotethepopularizationand approvalofdishwashers;BuildingInternetchannelstoreducecostsandimproveefficiency; utilizingexistingfinancialresources,buildingacertainnumberofimagedisplayshopsto complementtheinternetchannels;integratingtechnologicaladvantagesandenrichingproduct linestocopewithcompetition,thestrategyofchannelconstructiondifferentiation,product differentiationbasedontechnologicalinnovationanddifferentiationofvisibledisplay.Atthe sametime,companyBshoulddoagoodjobofsafeguardmeasuresfromtheaspectsof organization,processandstrategicevaluationandadjustment.Asaleadingbrandinthe industry,thispaperputsforwardatargetedcompetitivestrategyforBcompanyinthe increasinglyfiercecompetitivepressure,andalsoprovidesareferenceforsimilardishwasher enterprisestoenhancetheircompetitivenessandexpandtheirmarketshare. KEYWORDS:Dishwasher,Competitivestrategy,Differentiationstrategy III 目录 摘要··········································································································I Abstract·····································································································II 目录·········································································································III 第1章绪论································································································1 1.1研究背景··························································································1 1.2研究的目的与意义··············································································2 1.3研究内容与方法·················································································3 1.3.1研究内容··················································································3 1.3.2研究方法··················································································3 1.4本文研究框架····················································································4 第2章相关理论基础····················································································5 2.1基本竞争战略理论··············································································5 2.2战略分析理论与工具···········································································6 2.2.1PEST分析法·············································································6 2.2.2SWOT分析··············································································7 2.2.3五力模型分析···········································································7 2.3国内外研究现状·················································································8 2.3.1关于竞争战略的相关研究····························································8 2.3.2关于洗碗机行业发展的相关研究···················································9 2.3.3文献述评················································································11 第3章B公司竞争战略现状及内外部环境分析·················································12 3.1B公司简介······················································································12 3.2B公司外部环境分析·········································································12 3.2.1PEST分析··············································································12 3.2.2五力模型分析··········································································17 3.2.3外部因素评价(EFE)矩阵分析······················································21 IV 3.3B公司内部资源和能力分析································································24 3.3.1内部资源分析····························