Research On Competitive Strategy Of Air Purification Business Of ZQ Company

With the upgrading of domestic consumption and the strengthening of people’s health awareness,the air purification industry welcomes more breakthroughs and opportunities,and presents a trend of more specialization,intelligence and scene.As a company mainly focused on air purification business,ZQ faces many challenges in its sustained growth under the influence of multiple factors such as global economic slowdown,increasingly fierce competition in the industry,penetration of Internet giants,penetration of domestic and foreign brands,and cross-border strikes.How to protect its favorable position in the competitive pattern and further enhance the company’s core competitiveness? It has become an important task for ZQ company to make good competitive strategy deployment in advance.Based on the competitive strategy theory and core competitiveness theory,this paper analyzes the internal and external environment of ZQ company by using literature research method,case study method and PEST analysis and five forces model according to the existing research results and practical experience.It is found that ZQ company should fully realize the situation of increasingly fierce competition in the industry and increasing uncertainties in today’s society,actively grasp the opportunity of industrial development led by technology,take science and technology as the breakthrough point,and face the challenges in the industry.EFE matrix and IFE matrix were used to evaluate the relative factors quantitatively.The analysis shows that ZQ company has strong internal power,internal advantages outweigh disadvantages,so it should focus on technological innovation and strengthen internal growth ability.SWOT analysis and QSPM matrix are used to demonstrate the feasibility and quantitative analysis of differentiation strategy,cost leadership strategy and concentrated strategy.It is found that differentiation strategy is the best competitive strategy choice for ZQ’s air purification business.Based on the actual situation of ZQ Company,this study formulated a scientific and effective competition strategy matching its development,and proposed four specific implementation paths based on customer needs,focusing on differentiated products,creating differentiated brands,developing differentiated channels and providing differentiated services,so as to give full play to the advantages of scientific and technological innovation and enhance the ability of value co-creation.At the same time,safeguards such as improving the organizational structure,optimizing the human resource management system,and cultivating the corporate culture of brave trial and error are proposed,which have certain practical significance for the leapfrog development of ZQ Company.At the same time,the differentiation strategy based on "extreme cost performance" and its implementation path also have certain reference value for the same type of production and service enterprises.