Research On The Competitive Strategy Of Midea Kitchenware Company

Along with economic of China is sustained and healthy development, people’s living constantly improve. kitchen appliances products favored by more and more consumers, sustained and stable growth of kitchen appliances industry, has become a new point of growth of home appliance industry, more and more enterprises begin to enter the kitchen appliances industry, also makes it very fierce market competition becomes more intense. Midea Group has entered the kitchen appliances industry years ago, but has not obtained the very good development status, product market and the beauty of the brand is not serious. Midea kitchenware company is made kitchen appliances,include range hood, gas hob, disinfection cabinets products in the Midea Group,.how to adapt to the external environment, the use of their advantages of resources to create competitive advantage, make the kitchen appliance of Midea company famous in the market is a major issue of the company.Using the theory and method of strategic management,the paper analyse competitive strategy of Midea kitchenware company in the industry of kitchen appliance based on the Midea kitchenware company’s internal and external environment. Integrated use of PEST analysis, Porter Five Forces Model and EFE matrix, the paper study the macroscopic environment and the industry environment; using the IFE matrix,the paper study the internal organization,resources capabilities of Midea kitchenware company, then using SWOT matrix analysis method and QSPM method,the Paper propsed strategy of Midea kitchenware company’s competitive strategy is integrated cost leadership/differentiation strategy.the paper make a risk analysis then. How to do the strategy, the paper give suggestiones in5aspects and put forward practicable suggestions include expanding the scale, focus on independent innovation, strengthen strategic human resource management, expand sales channels, strengthen the foundation management.In the research process, the paper focus on linking theory with practice, the combination of macro and micro, the paper is strong guidance and operability. It will help the Midea kitchenware company to make a more scientific and reasonable competition strategy, enhance the competitiveness of enterprises, make enterprises obtain competitive advantage.It is also provide a reference for kitchen appliances industry development.