格力电器的中央空调竞争战略分析

华中科技大学硕士学位论文格力电器的中央空调竞争战略分析姓名：朱毅申请学位级别：硕士专业：工商管理指导教师：林勇20060401I:;IIAbstractTherequirementofcentralair-conditionerhasgrowthveryquicklyalongwiththefastgrowthofeconomydevelopmentandthequicklyimprovementofthelevelofpeople'life.Butthecentralair-conditionerindustryisfacedwithmoreausterecompetitionthanever.Nowadayshowtodevelophealthilyandefficientlyintheincreasinglyfiercecompetitionenvironmenthasbecomeanimportantissueconfrontedbyeachcentralconditionermanufacturingenterprises.Atthesametime,themostimportantissuefacedbythecentralair-conditionermanufacturingenterprisesishowtoprovidethepropositionofthereasonablecompetitionstrategyandthewayofitsrealizationfortheenterprise'developmentfromthestrategicangle.Thisresearchstartswiththestatementandcombiningwithcurrentdevelopmentofthecentralair-conditionerindustry.Thisresearchanalysesthedevelopmentandthecompetitionenvironmentofthecentralair-conditionermanufacturingenterprisesinChinesepreciselyfromboththemacroscopicandtheindustry.Thenaimingatthestrengthsanddifficultiesoftheenterprisesathometheleadingcompanies---GreeElectricity,theresearchputsforwardthereasonablepropositionofthecompetitionstrategyandthewayofitsrealization.Thisresearchdrawsconclusionsonthechoiceofthecompetitionstrategyasfollows:Thedifferentiationstrategyshouldbethefirstchoiceofthecentralair-conditionerenterprises,becausedifferentcustomershavepreference.Thecostleadershipstrategyhasitsownscopeofapplication.FromtheviewofthecurrentsituationanditsdevelopmenttrendinGree'centralair-conditionerindustry,thebrandstrategy,theproductstrategy,theservicestrategy,thetalentstrategyandtheinternationalizationstrategycanmaketheshapeandenhancementofthecompetitionsuperiorityofGree.Keywords:centralair-conditioncompetitivestrategicanalysisdifferentiationstrategy111.12010350()21.22060,,,,,2060,,:2080,,,,,20,MBA31.31234SWOT5422.11[1]80KW6007-80KW80-600.215;;;;2;;;;;;;3[2]63[3]12372.2120200520030%[4]1::922[5]2090[6]19941996820198419()15,,[7]LG19962002LGLG()20035LG19952000()()[8]20041501000199520009199820032000346%.19992MDVMDVMDV2500199910100[9]510[10]TCL20031986101999199619966[11]90%200148220026.4902001/12001/503020021085%1110%-30%9-102120052002010350-4001/3[12]200412220063GSM[13]200313[14][15](4)80%(5)14[16]153[17][18][19][20][21][22][23][24][25]163.11[26][27][28]199720032004GDP9.5%2005GDP9.4%23.1%26.4%12.8%GDP172004[29]2[30]“”[31]2002“”WTO200335%,200426%,20051810%;R22,R22CFC2016R222040[32]1996R223194[33]WTO2005WTO[34]5WTO20[35]3.21:[36]:21200220022):3:(1)LG22[37](2)TCL;;;(3(4)4:23(1):GDPGDP2:2003[38].3:[39]535:(1):;(2):;(3):;(4):/243.3[40]3-1[41]125312371526327452844.167“”2005114.27.9590.336.46146“”20022029412004[42]5“”3301703572520041010[43]4.3SWOT.112)3314100“”304221“”322)3431;199712332)341233444.4ValueChain·MichaclE·PORTER1985CompetitiveAdvantage,NewYork:TheFreePress[44]15[45]“”4-34-33543LinkagesVerticalLinkages4-44-4[46]“”4436“”2002()“”“”“solutions”“”“”CFD373855.11239“”1996910005.2405.321[47]21:12413)1/34)5)5.4422000116%8005343.:(1);(2);(3)354445MBA20060331华中科技大学硕士学位论文46参考文献[1]薛相美.户式中央空调的应用前景.家用电器.消费,2000，（8）[2]谢有君.土--气型地源热泵系统分类及工程建筑实例.建筑知识,2004，（3）[3]朱世平.家用中央空调现状及三种技术路线分析.家用电器科技,2001，（4）[4]文静.中国中央空调市场上演土洋争锋，21世纪经济报道2005.09.01[5]戴翼飞.约克:“以人为本”来到中国经济,2005,(6)[6]全永文.专访麦克维尔(香港)有限公司.中国建材,1997,(1)[7]季开利.全球研发中心落户上海浦东.制冷技术,2005,(2)[8]陈讲运.“特灵”携三大利器闯市场.中国建设信息供热制冷,2006,(3)[9]冯志刚.格力电器龙头地位继续巩固.新财经,2004,(8)[10]王伟力.空调龙头格力.新财经,2004,(12)[11]范岩元.山东富尔达空调设备有限公司.城乡建设,2003,(6)[12]董丽萍,刘晓红.中国制冷空调行业2003年发展状况与存在问题探讨.制冷与空调,2004,(3)[13]邵建均.冰蓄冷空调控制系统远程监控软件开发.微计算机信息,2004,(6)[14]古波浅.谈家用中央空调的发展.甘肃科技,2005,(6)[15]吕永刚.国内中央空调系统卫生现状分析.清洁与消毒技术制冷,2005,(1)[16]何清.中央空调项目营销的流程管理机电信息,2006,(1)[17]Ackoff,R.Aconceptofcorporateplanning.BlackwellPublisher,1970[18]Porter,M.Whatisstrategy?Harvardbusiness,1996,(11-12)[19]Ohmae,K.Themindofstrategist—theartofJapanesebusiness.McGraw-hill,1982[20]Mintzbreg,H.Theriseandfallofstrategicplanning.Freepress,1994[21]Waterman,R.H.Jr.Thesevenelementsofstrategicfit.Journalofbusinessstrategy,1982,(2)47[22]Hill,T.&Westbrook,r.SWOTanalysis:itistimeforaproductrecall.”Longrangeplanning,1997,(1)[23]..,1997.1[24]Andrews,P.P.,&Hahn,J.Transformingsupplychainsinto.Valuewebs.Strategyandleadership,19983[25]Riemann,B.B.Sustainingthecompetitiveadvantage.Planningreview,19892[26]ArthurA.Thompson,Jr.A.J.Strickland.StrategicManagementConceptsandCases(Rev.12Eng.),2002.[27].:.2001[28].:.2004[29]..,20061[30]JoeTidd.FromKnowledgeManagementtoStrategicCompetence.London:ImperialCollegePress,2000.[31]FredR.David.StrategicManagementConceptsandCases(8`hedition).PrenticeHall2001.[32]..200312[33]AlanM.WebberWillCompaniesEverLearn?FastCompany,2000.[34]..,200512[35]..(),20061[36]Ackoff,R.Creatingthecorporatefuture.JohnWiley&Sons,1981[37].5-10.,20012[38],..,200510[39],,..(),20055[40],...,1998.48[41]():.,1999.[42].:“”“”.,20048[43]..,20046[44]MichaelE·PORTER.CompetitiveAdvantage.NewYork:TheFreePress,1985[45]Clarke,C.J.Acquisitions:techniquesformeasuringstrategicfit.Longrangeplanning,198720[46]Hergert,Michael,&Morris,D.Accountingdataforvaluechainanalysis.Strategicmanagementjournal,1