Research On Technology Innovation Strategy Of Hisense'S Household Electrical Appliances

The competition is fierce in the Household appliances industry. Since the mid-1990s, the amount of domestic appliance brands was more than 200. Some companies built too much factories in 1996, and the first price war took place. This vicious competition resulted that many companies had been phased out from the home appliances market. After that, there had been more than once price war taking place. Enterprises didn't have enough funds to innovate because of the price war, and just over 20 brands Survived in 2000. Many companies had turned their attention to the innovation, and then the industry situation had begun to change.This paper analyzes the status of household electrical appliances industry, based on the domestic and international strategic management theory. First it tries to find out the macro-elements, through analysis of the legal, economic, technical, socio-cultural, and the natural environment. And then through the industry environment analysis, we have known the international electronics market status and development trend. It also analyzes the major competitors, and finds out some opportunities and threats of Hisense.Based on the above analysis of macro- environment and micro-environment, this paper put forward the technology innovation strategy and the measures of implementation of household electrical appliances of Hisense Group. Under the guidance of the overall strategy in Hisense, it sets the strategic policies and strategic objectives of technological innovation, according to the cyclical characteristics of the strategy. In order to ensure the implementation of the technology innovation strategy, it also needs to develop some of the measures. Such as improving the management system of technological innovation, cultivating corporate culture of innovation, managing technical innovation fund, linking the innovative activities with the market. The most important thing is to control the whole implementation process of the technological innovation strategy, to correct deviations in the implementation of the strategy.