| Corporate strategy is the guide of business and competition for a company,it has been one of the main factors affecting a company's further.Especially for household electrical appliance industry(HEAI),which is complex and highly competitive.In China,the growth rate of the HEAI has slowed down.Some internet companies get into HEAI with new business model.Those make traditional appliance enterprises be much harderIn the past,Changhong adjusted its strategy and growth good.However,under the guidance of the current strategy,it has some problems,such as weak profitability,declining competitiveness and so on.To solve these problems,this thesis makes a systematic analysis of Changhong's environment.By means of SOWT analysis,it formulates a "R-Strategy" for Changhong.The new strategy adjusts the business direction,redetermines the enterprise vision and the development goal,gives the strategic execution path.R-strategy is based on the reality,has some reference significance for Changhong's development and strategic adjustment,and also for other HEAI enterprises.The main issues studied in this thesis include “the external opportunities and threats of Changhong”?“the advantages and disadvantages of Changhong itself”?“what kind of enterprise strategy should be formulated”?and” what way the new enterprise strategy should be implemented”.The main contents of this thesis is on the basis of the full study of Changhong's internal and external environment,through the SOWT strategic choice analysis tool,formulate the development strategy.To land “R strategy”,this thesis has made strategic implementation measures and strategic safeguards.The conclusion of the thesis is that Changhong should formulate a twisting strategy,withdraw from the industries that affect the efficiency of enterprises,strengthen the core main industries,and promote it towards “internationalization”?“the internet of things” and “the service industry”,trengthen the requirements of enterprises' profitability instead of growing in scale. |
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