Research On The Upgrade Strategy Of Midea Household Appliances Based On Customer Orientation

Since the reform and opening up,China's home appliance industry has made remarkable achievements after 40 years of development,not only to meet the needs of the domestic market,but also the best-selling overseas market.In this process,China has a number of home appliance enterprises in the domestic and foreign markets have a certain competitiveness,the United States is one of these home appliance enterprises.The market share of the major household appliance products of the United States occupies the leading position in the industry.However,similar to the problems faced by other famous household appliance enterprises,Midea group also faces such problems as market demand saturation,policy dividend vanishing,emerging technology and consumer demand upgrading,which lead to the "ceiling" of enterprise development.The fundamental reason is that Midea group has long relied on its size and price advantage to gain competitive advantage,while ignoring the revolutionary changes that have taken place in the consumer demand of customers in the new era,only by taking the customer as a guide and aiming at meeting the customer's consumption needs,can Midea Group regain its competitive advantage by upgrading its products and services to better satisfy its customers,consolidate and improve the market position of Midea household appliance products.This paper takes the upgrading of American household appliance products as the research object,and analyzes the upgrading strategy of American household appliance products with the methods of Literature Research,case study and comparative analysis.Specifically,on the basis of combing relevant theories and representative literature on product upgrading and customer orientation,through the analysis of the market environment,Industry Status and Technology R & D CAPABILITY OF MIDEA HOUSEHOLD appliance products,then it evaluates the upgrading ability of Midea household appliances by SWOT analysis,and points out that Midea group has the condition and needs to upgrade its household appliances.Based on this,the author puts forward the product upgrade strategy based on customer orientation,and puts forward the safeguard measures to implement the product upgrade strategy.After in-depth analysis,the paper draws the following conclusions:(1)The SWOT analysis of Midea's home appliance product upgrading shows that Midea's group has the necessary and ability to carry out product upgrading.(2)the general idea of Midea Group to guide the upgrading of household appliance products based on the real needs of customers is to find out and keep up with the changes of consumer demand and consumption scenario,to make clear the trend and focus of product upgrading,and to combine the possibility of technological realization,d RAW UP THE PRODUCT UPGRADE alternative diagram of each business,gradually improve the technical content and added value of products,realize product upgrade and product structure optimization.(3)to ensure the smooth implementation of Midea's appliance upgrade strategy,the paper puts forward the guarantee measures from four aspects: strengthening the customer relationship,improving the technological innovation ability,improving the production process continuously,and establishing the flexible management mechanism.By studying the upgrading strategy of Midea household appliances,it can provide a clear strategy for shaping the competitive advantage of Midea household appliances,which can be used for reference by other household appliances industry.