The Research On The Competitive Strategy Of TOP Domestic Appliance Company

Since the reform and opening Policy,China’s manufacturing industry began to develop rapidly,and surpassed developed countries such as Europe and the United States and gradually became the "world factory".Exports,as one of the "three carriages" of the economy,have made outstanding contributions to the rapid growth of China’s economy for many years,and contract manufacturers,as the new force in the export-oriented economic model,have made important contributions to the development of China’s economy.These enterprises rely on OEM to complete the initial accumulation of funds and the introduction of advanced technology and management methods,for China in the personnel training and technology development level for the "manufacturing power" to "smart manufacturing power" to lay a solid foundation.TOP Domestic Appliance Company was founded in 1998,is a design and manufacture of small kitchen household appliances products based on electric kettles and milk foam machine,and its OEM products are mainly sold to western developed countries and regions such as Europe and the United States.The establishment and rapid development of the company benefited from export-oriented economy and reform and opening up,relying on the demographic dividend and cheap resources to successfully enter the OEM industry,and by virtue of the company’s design and manufacturing strength in the high-end kitchen small appliances industry to stand firm.When China’s economic structure transformation,rising labor costs and the continued appreciation in the yuan,under the condition of economic malaise in Europe and America still leads to export is blocked,kitchen small home appliance industry competition increasingly intense,increasingly meager profits in manufacturing enterprises,urgent need to find out the suitable competition strategy TOP electronics is particularly urgent.By combining the competitive strategy works and theories of domestic and foreign experts and scholars,this paper studies the external environment(PEST is divided into political and legal environment,economic environment,social and cultural environment,and technical environment)of TOP to analyze its macro environment.The competitive environment of top electric appliance is analyzed through the analysis of the five forces of industry competition,the bargaining power of buyers,the bargaining power of suppliers,the potential entrants and the threat of substitutes.Main competitors Jinghui and Xin Bao analysis.In addition,the enterprise’s internal environment analysis and SWOT analysis put forward the direction of competitive strategy,and the competitive strategy choice was made through QSPM scoring.The competitive strategy of TOP is to centralize the cost and to take the lead.Based on topology electrical kitchen small home appliance research and analysis of competition strategy,to put forward to increase investment in patent,strengthen the standardized design,deepening the large-scale procurement,improve degree of automation,optimize the structure of company organization,strengthening measures such as the corporate culture to TOP focused cost leadership strategy for implementation of security.