The Study Of Competition Strategy Of THINKON Water Heater Products

Along with social progress and the improvement of people’s living standards, our household hot water demand is growing at a rate of20%-30%increment every year. The domestic hot water is mostly from household water heaters.Household water heater industry in China after30years of development has formed four major categories of water heaters which include solar water heater, gas water heater, air to water heater, electric water heater. The rapid development of water heater product not only has close relations with people living standard and life quality rising, but also is an important part of what realated to the beneficial to the people’s livelihood. Therefore, the selection of water heaters as the object of the study has important significance.The thesis mainly uses the strategic management theory and methods, to obtain the survival and the development by studying on how the THIKON company to make its own competetion strategy in the dacay of global economy after the outbreak of the global financial crisis in2008.THINKON is a start-up company which establised in January2011that principally engaged in the research and development, production and sales of multi-energy water heater controller, and provides excellent hot water systems supply program. The company has a number of national patents in multi-energy water heater technology especially the core control technology of solar water heater control systems. The homogenization and competition of water heater products is serious at present, and it have formed the leaders in the electric water heater, gas water heater and solar water heater, the strong brands already have been established. As a newly established company, how to establish a suitable and effective competitive strategy to grow and make a success in the fierce competition, need for systematic research and analysis.The thesis takes THINKON company as the research object and the comeptition strategy of water heater producted by THINKON as the research content, to review the theory of competition strategy and study the application status of competition strategy theory; to come to the core competitiveness by the means making a systematic analysis of external environment and internal resources of THINKON company, to identify the competition strategy which mainly on the differentiation strategy and making objective focusing strategy subsidiary the brand positioning of THINKON company at the same time. The thesis combines the strategies and experiences of household electrical appliance industry and water heater industry competition, using Potter’s theory of competition, blue ocean strategy strategy management thought, PEST analysis, five forces model, value chain analysis, SWOT analysis, brand positioning tools and other tools and methods, through the large number of reference literature, combining with the case of home appliances products and water heater products, adopting the method of questionnaire and so on, finally formed the competition strategy of THINKON company which mainly on the differentiation strategy while making objective focusing strategy subsidiary, and formulating specific strategic measures and guarantee conditions. The thesis studies and analyses the implementation of cpmpetition strategy and security measures of THINKON to ensure the effective implementation of competitive strategy, which is of great significance to the survival and development of THINKON.