Research On L Air Conditioning Company Development Strategy In China

In the early 1980 s,Chun Lan Company and Haier Company took the lead in the production of air conditioners,and they started to sell in large cities in China.After nearly 40 years of development,China's air-conditioning industry has gradually moved from imitation to innovation.Under the background of “Made in China 2025”,energy saving and environmental protection,“One Belt and One Road” and “Internet +”,the air-conditioning industry has ushered in new market opportunities,opportunities and challenges coexist.The air-conditioning industry currently has fierce competition and liquidity of employees at the grassroots level.Strong,low profit margins in the industry,in the new era,how to develop appropriate strategies for the air-conditioning industry to achieve successful transformation of enterprises is essential.Taking L air-conditioning company as an example,this paper comprehensively uses various tools of enterprise strategic management.Firstly,it analyzes the external environment faced by L Company by using PEST method,and analyzes its industry environment.Then it analyzes the industry of L Company by using five-force model.Competitiveness,then analyzed the internal environment of L Company,and finally used SWOT analysis to determine its development strategy,and proposed corresponding measures.The conclusions of this paper are as follows:(1)The analysis of the external environment of L air-conditioning company shows that the air-conditioning industry is in a state of continuous and steady development,and the improvement of residents' living conditions has increased the demand for air-conditioning products.In addition,the state provides support and encouragement for the development of energy-saving and environmental protection in the air-conditioning industry,and reducing energy consumption has effectively alleviated the backlog of profit margins in the air-conditioning industry.However,as the demand for residents has increased,the price competition in the air-conditioning industry has followed.At the same time,the emergence of technologies such as the Internet and big data,the application mode of the air-conditioning industry has been challenged.(2)The analysis of the internal environment of L air-conditioning company shows that the production equipment is perfect and the human resources are sufficient;the brand advantage is obvious,the consumer recognition is high;the operating status isstable,the shareholders' interests continue to rise,but there is also a surplus profit to be upgraded,over-reliance on dealers,Problems such as limited scale development.(3)Based on the analysis of the internal and external environment of the L airconditioning company,the Group should implement the strategic goal of“consolidating its own advantages and achieving diversified expansion” and implement a competitive strategy with a leading total cost,and analyze the above strategic objectives and competition strategies.It is necessary to implement strategies to improve profitability,fundraising adjustment,and brand building.