Research On Competition Strategy Of Aucma Refrigerator Company

Competition strategy is very important for the enterprise to gain market share in the fierce competition environment and win its own competitive advantage.Therefore,if the enterprise wants to get sustainable development it is necessary to formulate competition strategy that matches the advantages,disadvantages and the opportunities and threats facing the enterprise.With the continuous development of economic globalization,the continuous flow of transnational capital into the household appliance market in China has aggravated the competition of the household electrical appliance market.Therefore,the household appliance enterprises must continuously improve their competitive advantages to consolidate their market position.This article takes the AUCMA refrigerator company as the research object,uses the SWOT analysis method to analyze the competitive strategy which the AUCMA refrigerator company should adopt,in order to further expand the domestic and foreign market and promote the company's competitiveness.The specific steps are as follows:first,analyze the relevant research of domestic and foreign scholars on competition strategy,determine the research method of this paper,that is,SWOT analysis method,and then combine the internal and external environment of AUCMA refrigerator company,analyze its advantages,disadvantages,opportunities and threats,construct the SWOT analysis matrix,and give three alternatives.Then the weights of each key external and internal factors and the relative attractiveness score of each scheme are obtained by using the expert scoring method and the analytic hierarchy process(AHP).Finally,the total attraction score of each scheme is determined,and the optimal scheme is determined.The results of this study show that one of the three alternatives has the highest score to increase R&D input,which is 5.8950.Therefore,in the next development,this paper suggests that AUCMA refrigerator company increase its R&D investment,carry out product innovation,further expand the undeveloped market at home and abroad,and occupy a higher market share.In order to ensure the successful implementation of the AUCMA refrigerator company's competitive strategy,this paper recommends that the company focus on improving the core leadership of management,establishing product R&D team,training and optimizing the production process for the operators at the grass-roots level.