| Under the multiple impacts of technological innovation such as artificial intelligence and Internet,the change of people's viewing habits and new competitors,China's TV industry is facing unprecedented challenges.Compared with PC and mobile phones,smart TV has certain advantages.The large screen of smart TV brings users a better sensory experience.A new group of Internet technology enterprises have entered the TV industry,of which Xiaomi is the representative,which further intensifies the incentive competition in the TV industry.CH Company is a well-known manufacturing enterprise in China,and its main business is intelligent home appliance business.The market share of CH Company's smart TV business began to decline,and it had no strong competitiveness.In order to realize the strategic goal of CH Company's smart TV business as a leading domestic enterprise and improve the competitiveness of the enterprise in the new competitive environment,it is necessary to re-examine the internal and external environment of the enterprise.In order to further improve the competitiveness of CH Company's smart TV business,this paper studies the competitive strategy of CH Company's smart TV business.Firstly,the competitive environment of smart TV business of CH Company is analyzed,including macro environment,industry environment and internal environment.Based on the analysis of competitive environment,the internal and external influencing factors matrix is constructed.Secondly,it analyzes the problems and reasons of the original competitive strategy of CH Company's smart TV business.Thirdly,build the alternative competitive strategy of CH Company's smart TV business,evaluate the alternative strategy by using the quantitative strategy matrix,and select the alternative competitive strategy.Fourth,put forward the implementation countermeasures and safeguard measures of the competitive strategy of CH Company's smart TV business.The research conclusions of this paper are as follows:(1)at present,in the face of opportunities and threats brought by the external environment,the average score of external evaluation factors of CH Company's smart TV is higher than the average level,but it does not reach a good degree of coping with external threats and taking advantage of external opportunities.In the competition,it did not make full use of external opportunities to develop business,and did not well solve the threats of product homogenization caused by the external environment.Ch's smart TV business did not make full use of the brand influence and the advantages of marketing channels in the competition.At the same time,it did not well solve the threats such as low management efficiency and slow R & D progress(2)The smart TV business of CH Company originally adopted the cost leading competitive strategy.Under the guidance of the cost leading competitive strategy,it is difficult to adapt to the new market competitive environment,form advantages different from competitors,and invest a lot of resources in the R & D of the ecosystem around smart TV products to form a competitive product system.With the rapid growth of smart TV market,it is necessary to choose the competitive strategy again(3)Using SWOT and quantitative strategy matrix,this paper selects the alternative competitive strategy of CH Company's smart TV business,and determines that CH Company's smart TV business needs to adopt differentiated competitive strategy.At the same time,the differentiation strategy is implemented from the aspects of "customization" and "personalization",the reduction of "ecology" of smart appliances and the construction of all channels,and the guarantee measures from the aspects of human resources,organizational structure and quality system are put forward.The research in this paper has a certain practical significance to improve the competitiveness of the intelligent TV business of CH Company,and also has a certain reference value for the TV manufacturers to formulate the competitive strategy of the smart TV business. |
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