Research On The Business Strategy Of A Electric Appliance Co.,Ltd

With the development of economy and society and the improvement of people's living standards,e-commerce has attracted more and more attention,and the e-commerce industry has developed rapidly.As the main category of e-commerce retail industry,small home appliance industry has experienced the rapid development of the first decade and achieved good market sales performance.As of 2017,the online retail sales of small household appliances reached 76 billion yuan,up 19.69% year on year.The traditional technology of small household appliances is simple and homogenized seriously.The new trend category of small household appliances is driven by the acceleration of technology update and consumption upgrade,and now it tends to be high-end,multi-functional and intelligent.In 2018,the high-end market share of vacuum cleaners and mixers has increased to 23.7% and 21.5%.At present,the main e-commerce small home appliances of online brands include Midea,Haier,Xiaomi,puppy electric,SKG,Xiaoxiong electric,Delphi,etc.the industry has a low entry threshold,no obvious technical barriers,basically to control costs to obtain profits through scale advantage,fierce price competition,weak R & D strength,low R & D investment,large marketing investment,and unstable product quality,Most of them are sales driven enterprises.At the same time,the transaction scale of small home appliance ecommerce has been expanding,and there are many opportunities in the market.It is urgent for enterprises to face the problem of strategic thinking for further development,that is,how to find the development strategic thinking of enterprises in the Red Sea competition.This paper studies the strategic planning of small household electrical appliances enterprises in the context of e-commerce mode as the main business mode,and takes a Electric Appliance Co.,Ltd.as an example,a Electric Appliance Co.,Ltd.,as a domestic well-known small household electrical appliances enterprise with rapid development,its follow-up strategic route will be concerned by the competitors in the same industry,and the research on the competitive strategy of a company for China The small household electrical appliances enterprises which are mainly engaged in other e-commerce businesses have reference significance.The research method of this paper is to find out the current strategic situation and strategic problems of company A.Then it analyzes the external environment of the company,and uses PEST method to analyze the macro environmental factors(political environment,economic environment,social and cultural environment,technical environment,environmental factors,legal factors)of the company;through Porter's five force model,it analyzes the business competition environment of the company(analysis of the entry ability of potential competitors,competitiveness of existing enterprises Analysis,potential substitutes ability analysis,supplier analysis,customer analysis),at the same time,the market environment,enterprise competition and cooperation environment are analyzed in detail.After analyzing the external environment,we use the value chain theory to analyze the internal resources of the enterprise.Using Boston matrix analysis to confirm the positioning of enterprise products.As well as historical analysis,enterprise capability analysis,enterprise core expertise analysis.On the basis of internal and external analysis,combined with company's own internal characteristics,take advantage of external opportunities to avoid adverse factors.Using the general competition theory,the focus competition strategy(differentiation strategy and integration strategy for different products)and Diversification strategy,suitable for company a is formulated.And from marketing,R & D technology innovation,factory manufacturing management,business management four aspects put forward implementation and safeguard measures.In this way,it can maintain its advantages in the fierce business competition,seize the dividend of e-commerce traffic growth,maintain better economic profits,and create greater benefits for the society,employees and shareholders.