Haier Electrical Appliances Differentiation Competition Strategic Research

After more than 20 years of development,Household electrical appliance industry has been one of the earliest and most competitive industries.The industry has entered a mature stage of their life cycle.Scale is more focused and market is fiercely competitive.Homogenization of competition is very serious.In such a fully mature industry,the function of means of price competition is becoming less and less.How to arrange the layout,make and implement a clear,realistic differentiation strategy and access the competitive advantage is of important significance.In this thesis,the differentiation competition strategic research is connected with the practice of the international company.As a well-known Chinese enterprise of household electrical appliance industry,Haier Group's competitive differentiation strategy development has became the focus of attention.The aim of the research is to provide a reference for the other electrical appliance enterprise in the fierce competition.So as to provide a view for the correct understanding and implementation of the strategy.So that household electrical appliance enterprises can better select and implement their own strategy according to the actual situation.Based on the principle of theory and practice combination.This thesis described the strategy of domestic and foreign competition first.Introduce an overview of the Haier Group and review the course of its development.Then analyse the household appliances industry structure and environment.Comprehensivly use competitive strategy,strategic management theory,economics,statistics and other related theories for qualitative analysis.Analyse and study the different strategies and part of the Haier household appliances strategy by theoretical research and empirical analysis.Finally,the study concluded the thinking that Haier differentiationin strategy case brings to the Chinese household electrical appliance enterprises.This thesis points out if household electrical appliance enterprises want to go out of "price war" trap,they need to correctly understand and implement the differentiation strategy.Establish the ability to match with competitive strategy.Continuously make technological innovation,management innovation,market innovation and service innovation. To obtain competitive advantage with differentiation.