Strategy Study On The Promotion Of Competitive Advantage Of XX Air Conditioning

The development of air-conditioning industry in China started from the middle80’s oflast century, now it has nearly thirty years of history. In the first ten years, the numbers ofcompetitors are small, the market peformed as the sellers; in the second ten years, with theparticipations of the competitor, the market transfer to the buyers’, the comptition hasincresased and industry profit margins decline; in recent ten years, the market competitionbecome more intense, how to win the competitive battle to seize the market is a problem of allbrands. Analysis of the market in recent years, from2008to2012, the air conditioner marketexpansion size from less than35million to about50million, By2012, air conditioning salesdeclined by4.8%which is the only year that air-conditioning industry is shrinking among astatistical study of20years in China. The transformation of economic development Chinatoday is to require more as the air conditioning industry manufacturing industry on behalf ofaccelerate the upgrading of the industrial structure, technology innovation as the driving force,to change the traditional air-conditioning industry thoroughlyoperation mode.As one of the representative industry enterprises, XX experiences from the high profits,rapid development of to the fierce competition, in need of transformation of such aprocessperiod. How to talent showing itself in the integration of the industry process, maintain theoriginal advantage, and gradually increase the status of the industry, is the most significantissue. XX air-conditioning products is the research object in this paper, analyze the path of itsincrease the competitive advantagein the existing technical conditions and the economicenvironment.Acording to the literature review from build competitive advantage construction, buildcompetitive advantage construction in air-conditioning products and in air-conditioning industry three aspects, select market perspective and industry perspective for analysis. First ofall, analysis domestic and international market environment. Summarized the marketenvironment in the international market, due to the manufacturing cost of air conditioningproducts, increased international brands and in order to expand the market industries sharetheir resorse, all those measures increased development pressures on XX air conditioning inthe international market; in the domestic market, due to the high concentration of domestic airconditioner market and the pattern of relatively stable purchasing power ofconsumers, contrast the diversified consumer demand trend. Secendly, in the perspective ofindustry analysis, use Porter’s five forces model analyze XX air conditioning industryenvironment from the main competitors and other competitive forces two aspects, summed upthe industry environment characterized by the following features: the threat of substitutes islow, buyers in a strong position, moderate bargaining power supply, brand within the industryhighly competitive industry, the industry profit compared with the initial decline. Finally,according to market demand and industry supply problems in the XX-condition, changeproduct, price, place from the direction of marketing, optimize personnel structure directionfrom human resource direction, take the International Union in the African market and thetechnical level, reduce the direction of products and services based on service differentiationon service costs, limited product in the direction of e-commerce, enterprise network tocomplete the development of a modular platform strategy.The innovations of the thesis is that the analysis of the air-conditioning products for XXis targeted， measure on the other hand selected in the analysis of competitors in the airconditioning is more comprehensive.This paper is based on the economic transformation is thebasic environment, has practical significance and policy recommendations.Of course, thepaper also has some disadvantages, the quantitative analysis of each index is determined bythe previous scholars, and some indicators disclosure time in2012, so there have some impacton the data comparison, these provides a direction for improvement in the future, the authorwill continue to conduct research on the measure index, data update, and believe that in thefuture can upgrade path for Haier air-conditioning competition advantage and provide thebasis for more accurate methods.