The Reasearch On Development Strategy For Zhongshan Changhong

After 2008,the global economy has entered a recession,which is as cold as winter.Household electrical appliances,as the China's traditional export industry,have been seriously challenged.Air conditioning appliances are the major consuming goods,but after the global financial crisis has emerged,the whole industry's export became shrinking.This paper takes Changhong as a case to study,which is based on the strategic management theory,the use of SWPT and PEST analysis tools to analyze the macro environment the situation and the status which the company is currently facing in its air conditioning export industry.It also analyzes the historical data of Changhong's air conditioning export over the years,the company's development strategy,and the future development of the orientation company.According to the diversification and strategic objectives for the target company to develop,the core customer's focus and planning,the focusing on market development,the planning overseas of the company,the implementation of three-dimensional marketing strategy,overseas marketing and brand-building,the regional sales,the department of construction,the cost reduction and other aspects of the development of this company,we take specific measures for the implementation of the whole strategy.The paper is divided into five parts.The first part is the introduction,including the writing background,the significance,and the domestic and foreign literature research.The second part is the analysis made by GPEST analysis on the Zhongshan Changhong's external environment,and five main methods such as the external environment which can be used to conduct a comprehensive analysis.The third part is the company's internal environment's analysis by SWOT analysis of the company's internal environment.The fourth part is the basis of internal and external environmental analysis on the proposed company's development strategy,including the strategic positioning and specific business development.The fifth part of the paper is the strategic development and implementation of safeguards.