Research On The Strategic Transformation Of Home Appliance Enterprice Based On O2O Mode

Since the reform and opening-up,after decades of development,China’s home appliance industry has become one of the most mature and stable domestic industry.However,increasing competition of the domestic home appliance industry,all home enterprise overcapacity electrical home appliances products,product variety and marketing growing convergence,leading to "price war" vicious competition between enterprises.At present domestic most of the home appliance industry enterprises lack of core technology,compared with the international brand competitiveness of competitive advantage is not obvious insufficient slightly,too much relying on regional advantages,low labor costs,copy imitate each other to gain market share;and quite a number of foreign home appliance brand for the potential of the Chinese home appliances market,will the Chinese electrical appliances market as their main to expand the market.In the last 12 National People’s Congress meeting three times,the prime minister li keqiang is put forward for the first time in his government work report "Internet +" plan of action,"Internet +" is the "Internet + traditional industry",but it is not a simple combination,through the Internet and information technology platform,make in-depth both union,derived a new pattern of development.In such a situation,to obtain long-term competitive advantage,the domestic home appliance enterprises to set foot on the path of strategic transformation.So,this paper studies home appliance enterprise strategic transformation content O2 O business mode.This research is based on O2 O business mode electrical appliances enterprise strategic transformation research is divided into the following five steps:The first step,theoretical review,expounds the theoretical foundation of the article content,mainly includes the O2 O business mode,strategic transformation theory,and summarizes the theory of traditional industry strategic transformation under the O2 O business mode;the second step,the analysis of home appliance enterprise development present situation and the environment of home appliance enterprise,summarize the home appliance enterprise current situation and the analysis of the environment of home appliance enterprise strategic transformation based on O2 O business mode.Mainly related to the PEST analysis of macro environment,home appliance industry competition factors of five model analysis,home appliance industry competition degree analysis and SWOT four aspects of home appliance industry;the third step,the contents of the electrical appliances enterprise strategic transformation based on O2 O business mode,this step is a focus in the study of this article,first of all electrical appliances enterprise strategy is described,then the electrical appliances enterprise strategic transformation process,elaborates the direction of strategic transformation,in the end The study of strategic transformation process monitoring and transition support system.This chapter puts forward home appliance enterprise strategy should be in the business strategy,organization structure,technology research and development,product positioning,marketing model and management informatization level to adjust the six aspects transformation.The fourth step,case analysis,according to the above research conclusion,applied to the case analysis of this article and come to the conclusion that the enterprise strategic transformation;the fifth step,research summary and outlook,hoping this research for electrical appliances enterprise strategic transformation under the O2 O business model provides a certain reference value.