The Research On Competitive Strategy Of Smart Home Business Of H Company

Since the new crown epidemic,globalization and anti globalization have been intertwined violently,"uncertainty" has emerged in various fields,and the world’s operation mode has evolved from a classical theory based on predictability to an unpredictable quantum theory.From the perspective of management theory,the "Newtonian" management thinking keeps pace with the times and becomes the quantum management thinking of RENDANHEYI.The enterprise’s strategy,organization,management and mechanism system are re viewed with uncertain thinking,so as to select and implement new competitive strategies and realize the transformation of digital enterprises.H company is one of the world’s top 500 enterprises and a leader in the home appliance industry.Its own brand house occupies a place in major regional markets around the world.It is the home appliance enterprise with the most extensive global layout and the most successful independent brand creation of Chinese home appliance enterprises.This paper combines theory with practice,uses tools to re sort out the opportunities,threats,advantages and disadvantages faced by H company in the process of smart home business,and selects and formulates a competitive strategy to adapt to the digital intelligence era.Firstly,the macro environment and industry environment of H company’s smart home business are analyzed through PEST analysis,five forces analysis model and strategic group analysis.The existing opportunities are:the epidemic prevention effect is remarkable,China’s economy is rising steadily,the trend of high-end intelligent consumption upgrading is displayed,the aging matching industry is facing new industrial opportunities,the industrialization of Internet of things technology is developing rapidly,the epidemic has spawned the rapid growth of global online economy,and the state has advocated industrial Internet and scientific and technological innovation.The existing threats include:slow global economic recovery under the influence of the COVID-19,continuous Sino US economic and trade frictions and geopolitical conflicts,significant slowdown in the growth of the housing market,large fluctuations in bulk prices,cross industry and cross format ecosystems seizing the commanding heights,price wars launched by major competitors,and intensified global competition.Using EFE matrix quantitative evaluation,it is found that the existing business has not fully demonstrated and identified the most valuable opportunities,and made plans for external threats with high risk coefficient.Secondly,it analyzes the internal environment and conditions of H company’s smart home business through internal resources and value chain capability analysis.The advantages are as follows:the high-end market started early and occupied a leading position,the complete range of household appliances and the expansion of the overall smart home scheme,the global independent brand creation has a strong brand lineup and image,the ability to integrate resources based on the scenario ecological scheme,the leading synergy between household appliance technology and technology and the world,and the RENDANHEYI model is the leading business model.The disadvantages are:low profitability and low investment in marketing resources,slow integration of resources on Ecological platforms,shortage of high-end talents across fields and industries,low popularity and small scale of ecological brands,traditional businesses rely on customers,new businesses reach users directly,and the value created by scene ecological brands has not been fully developed.The quantitative evaluation using IFE matrix shows that the advantages outweigh the disadvantages.We should focus on the resource forging long board to make up for the shortcomings,so as to avoid the lack of competitiveness and the risk of decline.Finally,through SWOT and QSPM matrix,determine the possible construction path of H company’s smart home business,judge the feasibility of three expected strategic choices,and then choose the differentiated competition strategy.The specific implementation measures are formulated from the aspects of ecological brand system innovation,resource integration ability innovation,platform model innovation and marketing model innovation,and the implementation guarantee measures are put forward from the aspects of enterprise culture and decision-making mechanism guarantee,chain group contract open system,organization and talent guarantee and digital platform ability guarantee.