Research On The Competitive Strategy Of Intelligent Bathroom Products Of HD

In recent years,under the guidance of the digital trend,intelligent bathroom products at home and abroad have been constantly pushing through the old to bring forth new ones,upgrading towards a more intelligent and humanized direction.China has also introduced a series of policies to promote a new round of "toilet revolution".Although China’s independent bathroom brand started late,and the products produced are still a little behind the international first-line brands,the wave of intelligence has brought us a rare opportunity.How to better enable the development of products with intelligence is the key to China’s brands to achieve curve overtaking.This paper takes HD bathroom as the research object,combines strategic management theory and uses strategic analysis tools to comprehensively analyze the competitive strategy of HD’s intelligent bathroom products.First,in the external environment analysis,PEST model is used to analyze the macro environment of the enterprise,Porter’s five forces model is used to analyze the industry environment,CPM matrix is used to analyze the main competitors,and EFE matrix is used to evaluate the external factors.Secondly,analyze the internal environment of the enterprise,including the analysis of enterprise resource allocation and core competitiveness,and use IFE matrix to evaluate the internal factors.On the basis of internal and external environment analysis,the SWOT analysis matrix is used to comprehensively analyze the external opportunities and threats,internal strengths and weaknesses of the enterprise,and the conclusion that SO strategy is suitable for the development direction of HD at this stage is drawn.According to the conclusion,the feasibility analysis and QSPM matrix analysis of the three competitive strategies are carried out.Through quantification,it is concluded that the travel alienation strategy is the best choice for HD company’s intelligent bathroom products.The implementation methods of the differentiation strategy are proposed from three aspects of products,marketing and services.Finally,corresponding strategic guarantee measures were formulated from six aspects:increasing R&D investment,doing a good job in talent training and management,optimizing production and manufacturing,strengthening quality control,upgrading marketing services,and improving intelligent systems to ensure the implementation of strategic objectives.The strategic theoretical system and practical measures summarized by this research will also provide reference for the development of intelligent sanitary products of other sanitary enterprises and contribute to the rise of independent sanitary brands in China.