Research On The Competitive Strategy Of Gree Electric Company's Air Conditioning Products

With the development of the 40 th anniversary of reform and opening up,China's home appliance industry has also undergone tremendous changes.China's home appliance industry has already formed a benchmark industry with diversified categories,complete supporting facilities,continuous industrial chain,and highly mature consumer markets.However,under the environment of economic downturn,tightening of real estate policy and disappearance of demographic dividend,the sustainable development of home appliance companies is facing tremendous pressure.At the same time,China's economy is developing towards high quality,and the state advocates manufacturing to produce high-quality products.Gree Electric Appliances is a leading enterprise in China's home appliance industry,and its air-conditioning industry is the first in the industry.Under the environment of shrinking domestic air-conditioning market,upgrading of consumer consumption and changes in consumption structure,the air-conditioning market is increasingly competitive.Gree air-conditioning products are facing both opportunities and challenges,so they need to make decisions,formulate new competitive strategies,and achieve sustainable development.This article takes Gree's air-conditioning products as the research object,applies the relevant theories of strategic management and competitive strategy,refers to the literature on manufacturing strategic management and competitive strategy,and combines the internal and external environment of the industry and the industrial resources through PEST analysis and SWOT analysis and Porter's five-force model,based on the company's development strategy,chose a competitive strategy for Gree's air-conditioning products.First,this article describes the current overview of Gree's air-conditioning products,and summarizes the current problems in product design innovation,product marketing differentiation,product production and operation capabilities,and analyzes the causes of the above problems are products Weak innovation and design capabilities,insufficient product marketing differentiation capabilities,and poor product production,operation and management capabilities,etc.Secondly,the PEST analysis tool was used to analyze the external macro environment of Gree air-conditioning products competition,the Porter five-force model was used to analyze the industry environment of the industry,and the internal environment of Gree air-conditioning products was analyzed and elaborated based on The above internal and external environment analysis uses SWOT tools to analyze the advantages and disadvantages,opportunities and threats of Gree Air Conditioning Products,and believes that Gree Air Conditioning Products should make full use of product development and profitability advantages to strengthen core technologies,produce differentiated products,and enhance products' s brand influence and product competitiveness,and then avoid external threats;Finally,on the basis of in-depth analysis of the overall development of the air-conditioning product market and the general situation of Gree's air-conditioning products,and on the basis of comprehensively grasping the problems and limitations faced by Gree's air-conditioning products,applying the relevant knowledge of competitive strategic management theory to provide Gree's air-conditioning products,the low-cost strategy is selected as the basic strategy,and the differentiated strategy is the core strategy,it also proposes four strategic implementation paths of product design innovation,product quality and cost control,and development of product marketing models,as well as four aspects of corporate culture,organizational management,human resources,and information management security measures.This article is of reference significance to the research on the competitive strategy of Gree's air-conditioning products and the theoretical research on the strategic research of home appliances.At the same time in practice,Gree Electric Air Conditioning Products competing in the formulation and implementation of strategic planning to enhance the competitiveness of its air-conditioning products and expand market share,it can be used for reference to enhance the core competitiveness of China's household electrical appliances,as well as to achieve competitive advantage and sustainable development and ultimately to achieve strategic goals.