海尔白家电企业发展战略研究毕业论文

 2021-04-08 07:04

摘 要

企业发展战略是指企业在发展过程当中,为了实现自身的企业发展目标,而实施的各种统筹规划性的计划的统称。其包含企业在一定时间段内的发展方向以及速度,质量,重点和企业相关能力的发展规划等。在发展过程当中,通过企业战略方面的调整,可以帮助企业在发展过程当中确定好企业发展方向,明确企业的发展点,确定企业所需要的发展能力。通过企业发展战略的进一步调整,可以帮助企业实现更好更快的发展,并且能够保证其发展过程当中的稳定性。

以往对中国家用电器产业的研究已经做了很多的研究,但对白色家电的发展战略研究却较少。

近几年来,中国家电行业大体发展平稳,呈上升趋势。但由于受产品结构调整和竞争结构变化等因素影响,白色家电成为家用电器行业中增长最快的品种。随着我国经济水平的发展,对内改革对外开发的深入,我国人民对白色家电的需求越来越大,与此同时,家庭中存在的白色家电基数大,总量多,而且陈旧的白色家电占的比例较多,白色家电更新换代空间巨大,但针对我国白色家电的发展战略研究由于起步较晚,所以水平较低。而且早期我国白色家电长期处于买方市场,缺少对白色家电多元化的研究。

开展对白色家电发展战略的研究有利于提高我国白色家电与进口高端国外白色家电竞争,有利于我国白色家电走出国门,打开国外市场。加大对白色家电的发展战略研究有助于白色家电企业的长远发展。

本论文研究的重点是基于白家电的分类,中国白色家电企业发展环境,探究海尔白色家电企业发展战略。首先从理论上解释白色家电的相关概念(包括定义,分类等),再结合实际分析中国白家电企业发展微观营销环境和宏观营销环境现状,进而以海尔白家电企业为例,详细分析海尔白家电企业的发展战略(包括本土化经营战略,品牌战略、分销战略等战略)。 

关键词:白家电,白家电的发展环境,海尔白家电企业的发展,发展战略

Research on the development strategy of Haier white household appliance enterprises

ABSTRACT

Refers to enterprises in the development process of enterprise development strategy, in order to realize their own goals, enterprise development and implementation of overall planning of the plan. It includes the development direction of the enterprise in a certain period of time, as well as the development planning of speed, quality, focus and related ability of the enterprise. In process of development, through the enterprise strategy adjustment, can help enterprises in the development process of the enterprise development direction, clear enterprise FaZhanDian, determine the development of the enterprise need ability. Through further adjustment of the enterprise development strategy, can help enterprises to achieve better and faster development, and can guarantee the stability of the process of its development.

To carry out the research on development strategy of white goods to improve China's white goods compete with imports of high-end foreign white goods, is conducive to China's white goods abroad, open foreign markets. More research on the development strategy of white goods help white home appliance enterprise's long-term development.

Previous research on China's household electrical appliance industry have done a lot of research, but less research on the development strategy of white goods.

In recent years, the Chinese electrical appliances industry generally smooth development, is on the rise. But due to the product structure adjustment and structural change in the competitive factors, such as white goods become the fastest growing in the household appliances industry. With the development of China's economic level and the deepening of internal reform and external development, the Chinese people have a growing demand for white goods. At the same time, the number of white goods in the family is large, the total amount is large, and the proportion of obsolete white goods is large. The white goods have a huge replacement space. And early Chinese white goods in the buyer's market for a long time, lack of the study of white goods diversification.

Research on the development strategy of white goods is beneficial to improve the competition between China's white goods and imported high-end foreign white goods, to help China's white goods go abroad and open foreign markets. More research on the development strategy of white goods help white home appliance enterprise's long-term development.

Focus in the study of this thesis is based on the classification of the white home appliance, Chinese white home appliance enterprise development environment, to explore the white sea er home appliance enterprise development strategy. Firstly, it theoretically explains the relevant concepts of white goods (including definitions, classification, etc.), and then it analyzes the current situation of micro marketing environment and macro marketing environment of Chinese white goods enterprises in combination with the actual situation. Then it takes haier white goods enterprises as an example to analyze the development strategy of haier white goods enterprises in detail (including localization operation strategy, brand strategy, distribution strategy and other strategies).  

Keywords: white home appliance, the white home appliance development environment, the development of white sea er home appliance enterprise development strategy

目录

1引言 5

1.1选题背景及意义 5

1.2 研究内容及研究现状 6

1.2.1 研究内容及思路 6

1.2.2 研究现状 7

(一)国内研究现状 7

(二)国外研究现状 7

1.3研究方法 8

1.3.1文献研究法 8

您需要先支付 80元 才能查看全部内容!立即支付

课题毕业论文、开题报告、任务书、外文翻译、程序设计、图纸设计等资料可联系客服协助查找,优先添加企业微信。