Research On Strategic Transformation Of Gree Electric Appliances,Inc.Of Zhuhai

Over the past thirty years since the reform and opening up,China's household electrical appliance industry has experienced rapid development,and has become a mature industry in china.With the domestic economic growth remained at a low level,enterprise labor costs and rising raw materials,people's living standards and consumption demand increasing,customers demand more and more personalized,enterprises in the past rely on traditional elements to promote the development of the model has lost competitiveness.At the same time,in the field of household electrical appliances,foreign-funded enterprises will also China as an important market to develop and operate.Therefore,the strategic transformation has become an important issue facing the enterprises.Some of the household electrical appliance manufacturing enterprises are moving towards the road of transformation for the sake of sustainable development.In view of this,this paper selects the home appliance industry leader-Zhuhai GREE electric Limited by Share Ltd(hereinafter referred to as "GREE")as a case,using the strategic management theory and strategic transformation theory,research on the development strategy of GREE electric current,using the PEST analysis method and Michael Potter five forces model to analyze the the internal and external environment,find out the GREE electric appliances by specialization to diversification motivation,strategic transformation direction and strategy in the process of strategic restructuring in transition through the analysis and evaluation and financial analysis,and competition of transverse comparison of the GREE electric current hand carried out quantitative.This paper argues that: the transformation of GREE electric appliances is the transformation of the business model,organizational structure,lag problems of channels is not perfect,the internationalization process is slow,the way of capital operation such as improper transition,the future should strengthen the related diversification strategy,sales channel sink,to the consumer demand as the direction to strengthen the product differentiation,in order to ensure the smooth implementation of the transformation we should improve the organizational structure.