The Research On The Competive Strategy Of Color TV Product Of ShenZhen Skyworth Group

Competive strategy is of the category about enterprise units in operation.It is the strategy that come into being from enterprise's correct analyse and competitive position.The strategy mainly is the product and service of the enterprise,the direction,objective,policy and strategy.The selection of competive strategy is the basis of competition, and it is the key to success.Once TV was produced,each enterprise is facing the intensive competition。It is the most important task that enterprise how to make its own competive strategy in such a volatile external environment and internal environment when the TV product is on the new-generation, technology is upgrading and financial crisis is affecting the enterprise.This thesis firstly identify the research ideas and research methods through understanding the competitive stategy theory dynamics of international research. And then through analyzing the development of Shenzhen Skyworth Group, an overview of the external environmen by the "PEST" tool, and the competitive environment of the company by the "Five Forces Model",and also through analyzing the internal resources and the environment.The color TV industry is also developing into a new competitive era. The Oligopolistic competition pattern comes clearly. ShenZhen Skyworth Group is developping steadyly.This research also then mainly analyzes the company's original guiding ideology and the basic principles the development of Color TV competitive strategy in the new environment by the SWOT tool,company continues to use the steady development strategy,through the competitive strategy and the corporate development strategy in the SWOT matching analysis,currently the differentiation strategy is the most confident of the three competition.The strategy target, stategy phasis and stategy steps can make ShenZhen Skyworth Group carry out its differentiation strategy successfully. At last the paper is about the implementation of specific competitive strategy of the strategic steps under the basic competitive strategy,the evaluation and control of the competitive strategy.These specific competitive strategy made the current achievements. Differentiated competitive strategy for the Color TV industry to avoid price war is currently of great importance.