| At present,with the deepening of China’s reform and opening up,China’s economy has achieved rapid growth,and people’s material and cultural needs are also increasing.Despite the spread of COVID-19 around the world,Chinese consumers still cannot stop their desire to buy.Rapid economic growth makes people’s pace of life faster,the public began to pay attention to the appearance of fashion,rich functions and fast running small household appliances products,also led to the small household appliance enterprises ushered in the spring of development again.However,the market share of small household appliances such as electric kettles,rice cookers,humidifiers and baking utensils has become saturated as the production plants,RESEARCH and development departments and sales channels of established home appliance companies have become more perfect,and consumers have been deeply influenced by the brand effect of traditional home appliance companies.Therefore,as the first unit of small household appliances innovation,bear Electric Co.,LTD.,what kind of competitive strategy to win the market share of small household appliances,will be the main research content of this paper.First of all,this article has carried on the detailed analysis to the domestic small household appliance market development present situation.At present,the domestic small home appliance market competition is extremely fierce,midea,Gree and Haier and other established home appliance enterprises have a large share of the small home appliance market,if you want to occupy their market must actively reform and innovation,through the development of more in line with user needs of the product,win the favor of consumers.Xiong Electric appliance aims to find creative inspiration through life,explore and position product design scheme,highlight the enterprise’s innovation,pragmatic development personality,bring perfect spiritual enjoyment for consumers.At the same time,"Meng Home appliances" as a new generation of development goals,mainly in order to make users always in a relaxed,free and happy life,so that users can live out the essence of life in the process of using little Bear appliances.Therefore,bear electric appliances need to firmly seize the opportunity of the development of The Times,with the help of their own development characteristics and actively expand domestic small household appliances market.Then,this article has carried on the analysis to the current situation of bear electric appliances.Based on the development status of the company since its establishment in 2006,the company’s current human resources,RESEARCH and development equipment and development concept are deeply explored,and some problems existing in the development process of the company are found,such as: Lack of key core technology,high production cost,poor product quality and single sales model,and the causes of the problems are analyzed in detail,which lays a foundation for the determination and implementation of competitive strategy.Secondly,the strategic environment of Bear electric appliances is analyzed.From the point of the external environment,the PEST model,respectively,from the political environment,economic environment,technology environment and social environment is analyzed,the results show that the external environment of small home appliance market in China is good,the purchasing power of the national are increased with the increase of wealth increase year by year,present the good development momentum,but industry competition is more,there is a competitive threat.From the perspective of internal environment,this paper mainly analyzes the internal environment of the enterprise from four aspects of human resources,financial resources,material resources and technical resources and the enterprise’s internal ability of profitability,marketing ability,channel construction ability and technological innovation ability.The analysis results can clearly see the internal development status of Bear Electric Appliance Company.Then SWOT analysis of the company’s development opportunities,threats,strengths and weaknesses,so that enterprises have a clearer understanding of the strategic environment.Finally,according to the above analysis of bear electric company,through the low cost strategy,differentiation strategy and centralization strategy a total of three kinds of competitive strategy are detailed analysis and exploration of differentiation competitive strategy chosen as the bear electric future strategic planning,to further contribute to its leading position in the field of small home appliance makes progress.It is suggested that the company take product differentiation,sales model differentiation and after-sales service differentiation as the long-term goals of the future development of the enterprise,and provide guarantee in the aspects of corporate culture,organizational structure,human resources and financial support,so as to help bear electric appliances to accurately implement the differentiated competition strategy. |
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