Research On The Development Strategy Of GS Home Appliance Group

Small and Medium-sized Enterprises are one of the most important power of national economy. They play a strategic role in the economic development of various countries in the word. As one of the biggest developing countries, small and medium-sized enterprises play a steady role in the field of employment, tax, and social stability in China. And the production, marketing and service of home appliances constitute the key parts in home appliance small and medium-sized enterprises. However, the global home appliance enterprises have entered a recession since2008due to the debt crisis as well as global financial crisis triggered by American subprime crisis. The second-largest electronics chain in America Circuit City has announced a bankruptcy in Jan.16th,2009. In China, the sales of air-conditions, refrigerators, washing machines, and color-TVs has been slow to rise for the first time. The internal and external factors faced by home appliances enterprises have became more and more complex and the uncertainties have increased. Therefore, in order to maintain competition advantages and build the core competitiveness, related enterprises set up new enterprises strategic management systems.The dissertation analyzed the status quo of markets and the GS enterprise based on the theoretical knowledge of strategic management. It also proposed a real development strategy as well as targets and implementations of developing home appliance enterprises in current situation. The dissertation divided into five chapters. The first chapter included the background purpose and significance of research on developing strategy of GS Group. It described the definition of strategy, enterprises strategy, and strategy management according to relative literatures. It also set up the research tools, research methods, and research technical line. The second chapter is about the analysis of external factors of GS Group. It researched the status quo of the development of home appliance enterprises in and abroad China, as well as the development tendency, competition framework, and issues by analyzing the impacts of national macro-environment. The third chapter is about the analysis of internal factors of GS Group. It included the analyzing of profit models, marketing management, and financial position of GS Group. The fourth chapter is about the choosing and building up of the development strategy of GS Group. It included the SWOT analysis on GS Group and confirmed the targets and horizontal integration strategy as well as the service differentiation competition. The fifth chapter is about the implementation and control of strategy. It built up the strategies in the field of marketing, human resource management, financing, corporate culture system, and logistics systems.The research on the developing strategy of GS Group adopted a large number of internal data to demonstrate. It intended to offer some reference suggestions in the future.