Research On The Development Strategy Of AU Company's Refrigerator Business

This paper researches on the AU refrigerator business,using the theory of strategic management,on the basis of empirical investigation,data collection,by way of analysis and demonstration,in order to find a strategic thinking of the overall plan for the AU refrigerator business.This paper mainly adopts the methods of literature inductive,data analysis etc.The main instruments used include the PEST analysis,five forces model,SWOT analysis etc.This paper includes six parts.The first part introduces the research background,research significance,research status,research contents and research methods and technical route etc.The second part is about an overview of the theory of enterprise strategic management,including the concept of strategic management;strategic management process and strategic management school.On this basis,this paper reviews the enterprise strategic management theory used in the paper,and points out the application of the theory in this paper.The third part is the analysis of the AU refrigerator business' s external environment,analysis the external macro environment in layers specifically,summed up the opportunities and threats of AU Company facing in external refrigerator business.The fourth part is about the analysis of AU refrigerator business' s internal environment analysis,on the bases of analysis on the implementation situation of AU refrigerator business,analysis the product,the market and sales,the production and operation,the research and development ability,the procurement management and the total cost of AU refrigerator business,in order to sum up the advantages and disadvantages of AU company.The fifth part is the positioning and strategic choice of AU company refrigerator business,by analyzing the AU refrigerator business' s SWOT to develop the strategy positioning and strategic choice of AU refrigerator business.The sixth part is about the strategy implementation and safeguard measures of AU company refrigerator business,makes out the strategy implementation measures and the measures which guarantee the implementation of strategic smoothly,respectively in R & D,production,sales,and supply chain.This article is based on the traditional theory of competitive strategy as the main line.In the ground of lacking growth momentum,grim industry situation,intensive competition,the author tries to put forward suggestions for the strategy positioning and implementation of AU Company.