The Studying Of Developing Strategy In Changhong Company

After more than 20 years development, the home appliances industry of China has being mature and consumer's behaviors being rational. The competition among this industry is severity because of the scale-up of producing ability, and now, it has being the most competing industry in China. ChangHong Company is a corporation which was a war enterprise before. After 20 years development, it has being the leader of Chinese color-television industry. Now it is regarded as a banner in national industry. This is put down to its' establishing and choosing right developing strategy. On the other side, still lots of Chinese enterprises have little acknowledge about strategic management in today, which make them lacking core competence and drive of continue developing. So, the lifecycle of most enterprises is short.This paper started from the status of Chinese home appliances industry, analyzed the opportunities and threatens of Changhong company when the state joined into WTO, analyzed the actuality of the company, its' status and action in the local economy and the main problem it faced now. Then, this paper analyzed the exterior environment of Changhong Company, especially the main competitor, the exterior environment opportunities and threatens. This paper also analyzed the interior resources advantage and disadvantage, and the core competence of Changhong. On the basis of these analyses, this paper summed up the developing strategy of Changhong, which give the developmental process that via specialization strategy, diversification strategy, internationalization strategy and digital Changhong strategy. At last, this paper educed some revelations and brought forward some advices. It suggested that Changhong company should implement technology innovation strategy and reform the corporation civilization.This paper used the analyzing tools such as SWOT, value chain and Michael. E. Poter's five-forces model, etc. It also used the knowledge of accountant and statistics integrate. The innovations of this paper is giving some countermeasure and suggestion to Changhong company after systemic summing-up the development strategies of this company in recent years on the basis of the analyze its' exterior environment and interior resources. The fact of joining in WTO and the home appliances producing center of globe transferring to China gives the opportunities and challenges to Chinese home appliances industry. How to facing these opportunities and challenges is the most important question to the home appliances enterprises. Changhong Company has gained introduction successes, which give reference to other similar enterprises. This is the original intention and purpose of this paper.