| The home appliance industry has witnessed the thriving development of my country’s economic market for decades,and it is also an important supporting part of the manufacturing industry.Nowadays,with the fluctuation and influence of the global economic and market environment,my country’s home appliance industry is also suffering from saturated market demand,Demographic dividend recession,foreign trade frictions and many other development bottlenecks.However,with the upgrading of social forms and business models,the small household appliance industry has emerged as a new force.It has found a huge market gap under the new social models of "single economy" and "home economy",and with its creativity and technology The characteristics and personality of the product quickly captured the purchasing power of many young consumers.Since 2016,small household appliances have accurately grasped the current young consumer groups’ pursuit of quality life,improved life quality,increased life pleasure,and satisfied spiritual enjoyment.,many kitchen and small household appliances quickly formed a sub-sector with a market value of more than 300 billion yuan,driving the entire home appliance industry to readjust the strategic development direction and regain the space for industrial profit growth.As a technology-based manufacturing enterprise established under the background of the Internet era,XQ Electrical Appliances not only helps XQ Electrical Appliances realize intelligent product design and production,but also plays an important role in the company’s market operation and management center,helping XQ Electrical Appliances to create a new " "Internet+Small Home Appliances" development path.However,with the increasingly anxious market competition in the small household appliance market,the competition risk in the industry has gradually increased,and XQ appliances are also facing many uncertain threats and influences in the mature stage of stable development.This paper takes XQ Electric’s competitive strategy as the object,through reviewing the previous strategic theoretical research results,using the method of comparison and questionnaire interviews to find and analyze the problems in the current business process of XQ Electric.On the basis of problem orientation,the PEST analysis method is used to sort out the development opportunities and threats in the current external environment,and the EFE matrix tool clarifies the company’s current ability to use external opportunities.Afterwards,through the analysis of the internal resource capacity and value chain of the enterprise,the advantages and disadvantages of the resources it owns are clarified,and the utilization level of the resource advantages of the enterprise is comprehensively evaluated by means of the IEF matrix.After that,the comprehensive evaluation result factors were brought into the SWOT matrix,and four strategic plans that fit the current development status were initially drawn up for XQ Electric.According to the strategic selection goals and the quantitative analysis of the QSPM matrix,the differentiation strategy was finally determined as the best choice.,and construct the specific content of the differentiated competitive strategy from the four levels of product,marketing,service and brand.It has formulated a three-step strategy promotion plan for the enterprise,and provided multi-dimensional guarantee for the implementation of the strategy from the overall level of the enterprise.Based on the actual development of XQ electrical appliances and a large number of past documents,this research uses a variety of scientific management methods to sort out and study the competitive strategy of XQ electrical appliances,and finally formulate a differentiated competitive production strategy that conforms to the current market environment and its own resources.This plan will help XQ Electric to achieve precise brand development positioning in the market and quickly break through the market structure,and also provide more reference value for enterprises in the same type of track when upgrading,transforming and developing. |
