Research On Competitive Strategies Of Samsung Central Air-conditioning In China

With in-depth development worldwide towards globalization, more and more MNCS are crowding China in one way or another, MNCS play an important role for china' economic development.In this paper, Samsung's central air-conditioning industry, conducted a study of the competitive strategy of multinational corporations in China, central air-conditioning industry has a certain significance, which are all those partial development strategies that could reflect the whole, and that's the exact reason why we choose Samsung Central Air-conditioning for empirical study.Recent years, the domestic central air-conditioning market is developing very fast, meantime the competition is becoming completely intense in technology, quality, marketing and services etc., while Samsung as a top-500 company, is leading in China in electronics, but not in central air-conditioning industry. Meantime under the intensive competition from home and abroad of China, Samsung central air-conditioning products do not correspond to the MNC role.The paper firstly points out that there's some development and problem to Samsung central air-conditioning industry, upon intensive study of the domestic air-conditioning market including characteristics, scope, requirements and developing directions etc. This paper analyzes the Samsung's strategic environment, including macro-environment, industry conditions, the five factors. Through SWOT and market positioning analysis, the author presents the combining competition strategy of differentiation and cost leadership strategy. On the control measure end, the paper focuses on high energy efficient products developments, localization managements, channel managements system design and flat organization adjustments, together with pricing strategy based on leading technology.Finally, competitive strategies of multinational companies come to give full consideration to the development strategy of localization. Samsung to central air-conditioning industry to achieve higher market share and brand position, we must build the core competitiveness of enterprises, develop more competitive market development strategy.