Chinese Household Electrical Appliance Enterprises Competitiveness Discussed

The competition environment has changed greatly with the advancement of science & technology since the nineties of the 20 century. The Chinese electric appliance enterprises have encountered greater difficulties than ever, many products are kept in stock for long time;many enterprises are either in a little surplus or in lose. Many enterprises are severely short of developing strength. After China's entry into the WTO, the threat from the transnational electric appliance companies is becoming greater. In this serious situation, it is of momentous and current significance to the development of our country's electric appliance enterprises to define their competitiveness accurately, and to discuss the theory, the method and the approach of improving competitivenessAt first, the author discusses the importance of studying the competitiveness of the Chinese electric appliance enterprise, studies the implication of enterprise competitiveness and the factors that may affect it. After that, combining with the characteristics of electric appliance industry, it constructs an evaluation index system of the electric appliance enterprise competitiveness, which is composed of 27 evaluation indexes connecting with the enterprise's scope, the ability of gain profit, the development ability, the ability in capital management and technology innovation, the management ability, the brand influence and the ability in harmony with the environment. Applying the evaluation system, The author makes a demonstration of analyzing enterprise competitiveness of 12 stock companies including Haier and Midea, etc, based on the data which comes from the enterprise's annals and China industry development report of household appliance in 2004.Finally, the author analysis on the competitive environment of the Chinese electric appliance enterprises, and based on which countermeasures are put forward to promote the competitiveness of Chinese electric appliance enterprises.