Research On Competitive Strategy Of The VTCHP Solar Water Heater Market Of Guangmang Group

This paper studies the competitive strategy of Guangmang Group of the Vacuum Tube Collector with Heat Pipe (VTCHP) solar water heater market by utilizing strategy management theories and methods. The thesis proceeds from inside and outside environmental analysis of Guangmang Group, studies six respects external environment including the macroscopical environment, main economic characteristic of industry of the solar water heater, market demand state of VTCHP solar water heater, competition structure of industry of VTCHP solar water heater, the competition power of every enterprise in the industry, constructs the External Factor Evaluation (EFE) matrix and analysizes the opportunities and threatens of the Group. At the same time the thesis uses the value chain and core competence theories, analysizes the inside resources and competitive power of Guangmang Group, constructs the Internal Factor Evaluation (IFE) matrix, defines the strengths and weaknesses of the Group.Directed against the characteristic of oligopsony of market of VTCHP solar water heater market, the thesis researches the equilibrium condition of this market with the game theory, sets up a dynatic game model under the imperfect information condition, concludes that holding and cooperation are the subgame perfect Nash equilibrium to promote the development of VTCHP solar water heater market.On the basis of above-mentioned research, the thesis designs Guangmang group competitive strategic scheme of VTCHP solar water heater market according to SWOT matrix, analysizes and evaluates the scheme using Quantitative Strategy Planning Matrix (QSPM) . It assures that based on low cost focus strategy is the optimum competition strategy of Guangmang Group of VTCHP solar water heater market.In strategy implementation, the thesis proposes the practical function strategysuggestions to support the focus strategy, for instance: combine group institutional framework and cultivate the corporate culture of Guangmang, strengthen cooperation with rival, promote the vertical and integrated strategic alliance, implement value chain control cost and seek the important market. The thesis to the competition strategy research and analytical method of Guangmang Group, can offer reference for the other enterprises that enter new industry.