Research On Competitive Strategy Of Intelligent Refrigerator Business Of H Group

Looking at the development of the world,with the rapid development of economy and science and technology,the existing household appliances can not fully meet the basic needs of users for convenience,intelligence and quickness in different scenarios.At the same time,more and more industry experts and home appliance practitioners also realize that the intelligent upgrading of home appliances is an inevitable development route.Moreover,the network-based cloud computing,big data and other emerging tools also provide the conditions for large-scale commercial application of intelligent household appliances.From the perspective of China’s national conditions,the economic development,income level,consumption concept and consumption ability have been greatly improved in the past 20 years.In particular,as the opening year of China’s 14th five year plan,how to further improve the quality of life of the broad masses of the people,further enhance the international leadership of China’s home appliance industry,and further enlarge the international influence of China’s home appliance brands is a top priority.In this context,promoting the technological upgrading of household appliances related to people’s livelihood is not only in line with the fundamental interests of the Chinese people,but also in line with the development direction of the country’s rejuvenating the country through science and technology and strengthening the country through science and technology.This topic takes the refrigerator business of H brand,an internationally famous large household appliance group,as a research case for in-depth analysis.This paper introduces the growth process of H brand,analyzes its own development process and stage,and discusses the future competitive development strategy of H brand’s refrigerator business by using Michael Porter’s five forces model,SWOT strengths and weaknesses analysis model,enterprise value chain analysis model.The main conclusions are as follows:1.This study found that the five core issues restricting the development of smart refrigerator business are "cost,upgrading cycle,information transmission,quality problems and supply chain guarantee".We should closely combine "Internet" and other technologies to improve the ability of refrigerators in "active service and automatic management" and realize the breakthrough and development of intelligent refrigerator business;2.Summarize the competitive elements of the smart refrigerator business,namely "cost,function iteration,demand acquisition,quality and supply guarantee",and meet the"functional value,emotional value and social value" of users through the improvement of five aspects,So as to improve the competitiveness of smart refrigerator business in the market.3.The main influencing factors of smart refrigerator business are "cost,iteration cycle,demand information,product quality and supplier resources",in which the impact of smart cost is the highest and the impact of smart supply chain is low.4.The competitive strategy of H Group’s refrigerator business should take "intelligent upgrade cost,intelligent iteration cycle,intelligent demand information,intelligent product quality and intelligent software and hardware supplier resources" as the breakthrough point to formulate improvement strategies,and form safeguard measures in line with the actual situation of H group.At the same time,this study has some innovations:1.the intelligent upgrading strategy of refrigerator and its home appliance industry has reference value not only for H group,but also for the whole home appliance industry.2.Based on this research,brand h has completely refined the differentiation strategy for refrigerator intelligent business,as well as its relevant landing scheme and matching guarantee measures for the first time.3.It has accumulated a lot of first-hand information about the refrigerator business of H group,which provides a certain reference value for the future intelligent business strategy of other household appliances.