| Since the implementation of the Eleventh Five-Year Plan and during the 13 th Five-Year Plan period,China's household appliances industry has developed rapidly and steadily under the opportunities of the policies of "home appliances going to the countryside","energy-saving subsidies for household appliances" and "replacing old appliances with new ones",which all benefit from the strong pull of many national policies.In this context,China's household appliances industry has achieved stable and rapid growth,and its position in the international household appliances industry has also been upgraded.At present,China's household appliances industry has been in the world's leading level and has become an industry with strong international competitiveness.Jiangsu Five-Star Electrical Appliances was established in Nanjing,Jiangsu Province,China on December 18,1998.It has a history of more than 20 years by2019.It has more than 600 sales outlets in Jiangsu and other places in China.It has become the third largest retailer in China,after Gome and Suning Electrical Appliances.It has won the award of "Best Employer Enterprise in China" for many years.However,at the same time,the continuous innovation and development of foreign retail enterprises such as Guomei,Suning and other household appliances retail enterprises have brought huge market competition pressure and challenges to Jiangsu Five-Star Electrical Appliances.Jiangsu Five-Star Electrical Appliances can maintain the top three status and brand influence in the retail industry of household appliances only by scientifically,objectively and accurately analyzing the development environment of the industry,formulating and implementing market competition strategy that meets its own needs,and constantly exploring and innovating.On the basis of drawing lessons from the theoretical research results and practical exploration experience of competitive strategy of domestic and foreign enterprises,this paper systematically analyses the macro and industrial environment of Jiangsu five-star electrical appliances market competition,and reveals the advantages and disadvantages,opportunities and challenges faced by Jiangsu five-starelectrical appliances market competition by using SWOT analysis and CPM matrix analysis,and then puts forward pertinent proposals.The positioning,selection and implementation strategy of market competition strategy in line with the actual development of Jiangsu Five-Star Electrical Appliances.The main conclusions are as follows:(1)Five-star electrical appliances market competition in Jiangsu has the advantages of high consumer acceptance,good brand image and abundant storefront resources,but it also has deficiencies in the degree of differentiation between goods and services,business model,supplier alliance,after-sales service,etc.Facing the sustainable growth of national economy,the improvement of residents' income and actual purchasing power,the real estate industry and the retail industry of household appliances.The major opportunities brought by the continued development are also facing the serious challenges of the negative effects of relevant national policies and the entry of foreign-funded enterprises.(2)There are still some gaps between Jiangsu Five-Star Electrical Appliances and Guomei and Suning Electrical Appliances,mainly in the aspects of operation ability,distribution network and unit cost.This is related to the quality of Jiangsu Five-Star Electrical Appliances commodities and service.However,Jiangsu Five-Star Electrical Appliances have obvious advantages in innovation ability compared with Guomei and Suning Electrical Appliances,which is because Jiangsu Five-Star Electrical Appliances is the largest appliance in the world.The joint venture of Best Buy,the sales giant,is inseparable.At the same time,strong financial strength has brought comparative competitive advantages to the development of Jiangsu Five-Star Electrical Appliances.(3)Jiangsu Five-Star Electrical Appliances Market Competition Strategy is positioned in: adhering to the concept of "customer-centered",adhering to the road of specialization,standardization and chain,to be the best home appliances in China.In order to realize the strategic positioning of market competition,Jiangsu Five Star Electric Appliances has made great efforts to solve the problems from two aspects:one is to set up a control terminal of the sales market quickly,the other is to strengthen the agency of high-quality goods and services upstream.In this process,Jiangsu Five-Star Electric Appliances should always insist on improving the core market competitiveness of the company,always regard the talent strategy as the strategic resource of the company,improve the information management platform of the enterprise,and achieve fine,scientific and standardized management through the implementation of "industrialization management",constantly innovate and develop,in order to win greater market share and brand image.Loud force.(4)The market competition strategy of Jiangsu Five-Star Electrical Appliances should adopt differentiated strategy.The main reasons are as follows: firstly,in terms of the retail industry of household appliances,consumers' purchase preferences are diversified;secondly,Jiangsu Five-Star Electrical Appliances is backed by Best Buy Company,with strong economic strength,and it is feasible to implement differentiated market competition strategy.Therefore,when implementing the strategy of differentiated market competition,Jiangsu Five-Star Electrical Appliances should pay attention to: the price can be accepted by consumers;pay attention to hinting or publicizing the difference between goods and services of enterprises to buyers,and not only realize the product differentiation through the characteristics of goods and services,because the implementation of differentiated strategy will increase the additional cost of enterprises.(5)The formulation and implementation of Jiangsu Five-Star Electrical Appliances Differentiation Strategy can start with product innovation,product marketing,strengthening product quality supervision and management,talent management and information strategy,so as to better achieve the purpose of enterprise strategic management. |
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