Research On Development Strategy Of HM Electric Appliance

At the present stage,the household appliance industry in China has entered its mature period.Color televisions,refrigerators,washing machines,air conditionings and other categories of large household appliances have maintained growth in low speed,especially after national subsidy policy periods of home appliances to the countryside,trade-in and energy saving subsidies.Meanwhile,market competition has still been further intensified with high product homogeneity,dependence on price means,frequent sales promotion activities and gross profit decrease.Now,household appliance distribution enterprises are successively seeking transformation developments.Online e-commerce platforms,such as Jingdong and Tmall,are exploring the possibility of developing offline service stations;while offline shopping malls are also exploring ways to develop online transactions in combination with the Internet,including comprehensive supermarkets,household appliance chain stores and household appliance exclusive shops.Regional household appliance chain enterprises in China have gone through the golden development period over the past decade and occupied important shares and positions in household appliance distribution links.Among them,HM Electric Appliance is one of the excellent regional household appliance chain enterprises.On the one hand,it has fully carried forward local advantages in resources and flexibility to establish market positions,good reputations and users’ trusts in local markets.On the other hand,it has also been equipped with chain operation management levels of high operation efficiency in links of multiple shops in the same city,centralized purchase and distribution,unified image,unified operation,systematic remote management,centralized distribution and service standardization.Regional household appliance chain enterprises have made significant contributions to promoting local economic developments,offering more job opportunities and providing superior household appliance sales and services.However,in the face of current complex environment of competition,they are confronted with some keyissues of how to give full play to their own advantages,integrate resources of all parties,enhance commodity circulation efficiency,improve operation performance,set up core competitiveness of enterprises and realize sustainable developments.This article takes HM Electric Appliance as the research object;collects and reads plenty of document literatures;makes deep analysis on current household appliance market circumstances and current situations of HM Electric Appliance in combination with PEST analysis,Michael Porter’s Five Forces Model analysis,SWOT analysis and other theoretical knowledge of strategic managements;and puts forward strategic choices,strategic targets as well as strategy implementation and control of HM Electric Appliance in order to provide reference value for other household appliance distribution enterprises...