I 摘要 改革开放以来，我国家电行业经过40年发展取得了显著成绩，不仅满足国内市场 需要，而且畅销海外市场。在此过程中，我国出现了一批在国内外市场上均有一定竞 争力的家电企业，美的企业即是这些家电企业中的一员。美的主要家电产品品类市场 销售份额均居行业领先地位。然而，与其他著名家电企业面临的问题相似，美的集团 也面临着市场需求饱和、政策红利消失、新兴技术兴起、消费需求升级等问题，导致 企业发展面临“天花板”。究其根本原因，在于美的集团长期依靠规模和价格优势获得 竞争优势，而忽视了新时代客户消费需求已经发生了革命性变化，唯有以客户为导向、 以满足客户消费需求为目标，通过产品升级获得更能令客户满意的产品与服务才能推 动美的集团重塑竞争优势，巩固并提高美的家电产品的市场地位。 论文以美的家电产品升级为研究对象，运用文献研究、案例研究法、比较分析法 剖析美的家电产品升级策略。具体来说，论文在梳理产品升级与客户导向相关理论与 代表性文献的基础上，通过对美的家电产品市场环境、行业地位和技术研发能力的分 析，进而利用SWOT分析法对美的家电产品升级能力做详细评估，指出美的集团目前 既有条件又有必要对其家电产品系列进行升级换代。基于此，笔者提出了基于客户导 向的产品升级策略，并提出实施产品升级策略的保障措施。 经过深入分析，论文得出如下研究结论：（1）对美的家电产品升级的SWOT分析 表明，美的集团有必要也有能力进行产品升级。（2）美的集团以客户真实需求为起点 引导家电产品升级的总体思路是找到并紧跟消费需求与消费场景变化，明确产品升级 的趋势与重点，结合技术实现的可能性，制定各业务的产品升级可选择图，逐步提高 产品的技术含量与附加值，实现产品升级与产品结构优化。（3）为确保美的家电产品 升级策略顺利实施，论文提出从加强客户关系关系、全面提升技术创新能力、持续改 进产品生产工艺、建立灵活的经营机制四方面提出保障措施。通过研究美的家电产品 升级策略，为美的家电产品塑造竞争优势提供清晰的策略，对其他家电行业产品升级 可以起到借鉴作用。 关键词：美的家电产品；产品升级；客户导向；竞争优势 ABSTRACT III ABSTRACT Since the reform and opening up, China's home appliance industry has made remarkable achievements after 40 years of development, not only to meet the needs of the domestic market, but also the best-selling overseas market. In this process, China has a number of home appliance enterprises in the domestic and foreign markets have a certain competitiveness, the United States is one of these home appliance enterprises. The market share of the major household appliance products of the United States occupies the leading position in the industry. However, similar to the problems faced by other famous household appliance enterprises, Midea group also faces such problems as market demand saturation, policy dividend vanishing, emerging technology and consumer demand upgrading, which lead to the "ceiling" of enterprise development. The fundamental reason is that Midea group has long relied on its size and price advantage to gain competitive advantage, while ignoring the revolutionary changes that have taken place in the consumer demand of customers in the new era, only by taking the customer as a guide and aiming at meeting the customer's consumption needs, can Midea Group regain its competitive advantage by upgrading its products and services to better satisfy its customers, consolidate and improve the market position of Midea household appliance products. This paper takes the upgrading of American household appliance products as the research object, and analyzes the upgrading strategy of American household appliance products with the methods of Literature Research, case study and comparative analysis. Specifically, on the basis of combing relevant theories and representative literature on product upgrading and customer orientation, through the analysis of the market environment, Industry Status and Technology R & D CAPABILITY OF MIDEA HOUSEHOLD appliance products, then it evaluates the upgrading ability of Midea household appliances by SWOT analysis, and points out that Midea group has the condition and needs to upgrade its household appliances. Based on this, the author puts forward the product upgrade strategy based on customer orientation, and puts forward the safeguard measures to implement the product upgrade strategy. After in-depth analysis, the paper draws the following conclusions: (1) The SWOT analysis of Midea's home appliance product upgrading shows that Midea's group has the necessary and ability to carry out product upgrading. (2) the general idea of Midea Group to guide the upgrading of household appliance products based on the real needs of customers is to find out and keep up with the 西北农林科技大学硕士学位论文 IV changes of consumer demand and consumption scenario, to make clear the trend and focus of product upgrading, and to combine the possibility of technological realization, dRAW UP THE PRODUCT UPGRADE alternative diagram of each business, gradually improve the technical content and added value of products, realize product upgrade and product structure optimization. (3) to ensure the smooth implementation of Midea's appliance upgrade strategy, the paper puts forward the guarantee measures from four aspects: strengthening the customer relationship, improving the technological innovation ability, improving the production process continuously, and establishing the flexible management mechanism. By studying the upgrading strategy of Midea household appliances, it can provide a clear strategy for shaping the competitive advantage of Midea household appliances, which can be used for reference by other household appliances industry. KEY WORDS: Midea's home appliances; Product upgrade; Customer orientation; Competitive advantage 目 录 V 目 录 摘要 ............. I ABSTRACT .............................. III 第一章 引言 1 1.1研究背景 ........................... 1 1.2研究目的和意义 ............... 1 1.2.1研究目的 .............. 1 1.2.2研究意义 .............. 1 1.3.国内外研究动态 ............... 2 1.3.1产品升级相关研究动态 ..................... 2 1.3.2客户导向相关研究动态 ..................... 3 1.3.3国内外研究动态评述 ......................... 3 1.4.研究思路和方法 ............... 4 1.4.1研究的思路 .......... 4 1.4.2研究方法 .............. 4 1.5论文创新之处 ................... 5 第二章 相关概念与理论 ........... 6 2.1产品升级相关概念与理论 .............................. 6 2.1.1产品升级的基本内涵 ......................... 6 2.1.2产品升级的影响因素 ......................... 6 2.1.3产品升级的策略选择 ......................... 7 2.1.4产品升级的实现路径 ......................... 8 2.2客户导向相关概念与理论 .............................. 8 2.2.1客户导向的基本内涵 ......................... 8 2.2.2客户导向的意义与适用性 ................. 9 2.2.3价值共创理论 .... 10 2.3客户导向影响产品升级的理论分析 ............ 10 第三章 美的家电产品发展现状分析 .................... 12 3.1美的集团及家电产品概况 ............................ 12 3.1.1美的集团概况 .... 12 西北农林科技大学硕士学位论文 VI 3.1.2美的家电产品概况 ........................... 12 3.2美的家电产品竞争环境分析 ........................ 14 3.2.1家电行业发展概况 ........................... 14 3.2.2家电竞争对手分析 ........................... 15 3.2.3美的集团行业地位 ........................... 17 3.3美的技术创新能力分析 . 17 3.3.1技术研发投入 .... 17 3.3.2技术研发产出 .... 18 3.4美的家电产品升级的SWOT分析 ............... 19 3.4.1优势分析 ............ 19 3.4.2劣势分析 ............ 19 3.4.3机遇分析 ............ 20 3.4.4挑战分析 ............ 21 3.4.5SWOT分析表 ..... 21 第四章 美的家电产品升级策略 ............................ 22 4.1美的家电产品升级的总体思路 .................... 22 4.1.1目标客户及其需求分析 ................... 22 4.1.2产品升级思路 .... 23 4.2美的家电产品升级的主要内容 .................... 24 4.2.1明确家电产品升级方向 ................... 24 4.2.2开展充分的客户调研与回访 ........... 25 4.2.3创新产品升级的流程与方法 ........... 26 4.2.4形成多部门联动的产品升级体制 ... 27 4.2.5打造客户深度共创平台 ................... 29 4.3美的家电产品升级的绩效评估 .................... 30 4.3.1产品附加值提高 30 4.3.2市场地位提升 .... 31 第五章 美的家电产品升级策略实施的保障措施 32 5.1加强客户关系管理 ......... 32 5.1.1培养客户