2012-2015Business Development Strategy Research On Guang Dong Chigo Air-Conditioning

With the accelerating of Economy globalization process, Chinese enterprises usheredin a hitherto unknown development opportunity, also must face the threats from fiercemarket competition environment. Under the new economic situation and policy environment,In the new economic situation and policy environment, how to resolve the various aspects ofthe pressure, to capture market opportunities, to gain more competitive advantage, build uptheir own healthy development and sustained profitability, is a must facing selection forenterprises in the business development process. Air-condition manufacturing is a traditional Chinese household electrical appliancemanufacturing industry. By using cost leadership strategy, differentiation strategy andinternationalization strategy, Guang Dong Chigo Air-conditioning has become today’sinternational listing Corporation from not worth mentioning private enterprise, and becomethe top three of air-conditioning manufacturers in China. Analysis of the successfulexperience, has a practical significance to explore the road of the development of privateenterprises. With the help of myself many years of practical experience, I browse a large amount ofbasic data and relevant Guang Dong Chigo Air-conditioning including related researchpapers. Using the PEST analysis method, the author are discussed in the macro environmentanalysis (political and legal environment analysis, economic environment analysis, socialand cultural environment analysis, technological environmental analysis); using Potter "FiveForces Model", to analyze industry competitive environment (potential competitors to enterability analysis, the existing enterprises competitive analysis, potential substitute abilityanalysis, supplier analysis, customer analysis).Also,the author made objective analysis to thecompany resources and environment, human resources, brand resources, informationresources, the internal management of the company, the company culture and corecompetitiveness, internal environmental factors.. On the basis of a comprehensive analysis of internal and external environment and thecompany’s operating losses, using the SWOT analysis method to suggest alternativestrategies, to clarify Chigo Air-conditioning’s strategical orientation and its strategicalchoices,to put forward the specific measures for implementation of the stategy. We hope itwould be beneficial to decision Support for Chigo Air-conditioning’s development.