Moon Central Air Conditioning Competitive Strategy Research

On the condition of market economy, great changes are being taken place in the external environment of companies. Especially exchanges from seller's market to buyer's market and the overseas forces invasion of wide scope make the competition among companies, assume a new aspect –international competition internalize, internal competition internationalize. The survival and development of a company must depend on the crafting of proper strategies and the establishment of its own competition advantages. The competition in refrigeration and air-condition industry is rather fierce and the competition in domestic market has developed international one. In order to avoid or decrease management risks, Moon Group made full use of its advantages, dug up present recourses completely, developed varied aspects relative to itself and crafted the developing strategy of central air -conditioner. The paper covers five chapters. Chapter Ⅰintroduces the market condition as well as the developing trend of central air-conditioner industry and the situation, the opportunities and the challenges that Moon Group faced. Chapter Ⅱanalyses a company's external environment, macro –environment has been developed in political, economic, social, cultural and technological aspects and analyses of Michacl E. Porter's five basic competitive power. Chapter Ⅲanalyses a company's visible and invisible resources, its basic and key abilities, and make SWOT synthetically analyses of Moon Group's internal and external environment. Chapter Ⅳis about competitive strategies, in which expound and prove the general strategy for rising and the basic strategies. And finally Chapter Ⅴsets forth the measures taker by the company for the enforcement of organization, cost control, provision control, quality and quantity guaranteed system, ex citation mechanism and sales network control.