| 作为外资公司最早进入的行业,中国度电行业经由自上世界70年月末至今三十四年成长,已逐步构成世界性的家电临盆基地。中国度电行业曾经进入了成熟期,产物同质化、产能多余带来的剧烈的价钱战使得家电行业利润几回再三紧缩,市场竞争愈演愈烈。是以若何从全体上结构策划,制订一个清楚、明白的竞争计谋对公司获得竞争优势具有主要的意义。本文以三星、LG为代表的韩国度电公司自进入中国市场以来,在对微观情况、行业情况及竞争敌手的剖析后,制订出分歧的竞争计谋应对变更的竞争情况,使公司的竞争优势赓续的进步。本文试图在对韩国度电公司在华的竞争的理论基本上,剖析其在中国市场获得胜利的缘由和可取的地方,以期对中国的外乡家电公司供给一些自创和启发。本文研究内容重要触及五个部门：第一章引言,论述了本文停止研究的配景、研究意义、研究办法,研究思绪和框架和本文能够的立异的地方等；第二章是文章研究的实际配景,本文对公司计谋实际的演进和竞争计谋实际停止概述,个中对根本竞争计谋停止了重点论述,为本文的研究供给实际支撑；第三章回想韩国度电公司在华成长过程,并对韩国度电公司在华成长现状停止了剖析；第四章联合中国度电行业的微观情况、行业情况和重要竞争敌手的剖析,得出韩国度电公司在华竞争的“亲平易近”差别化和品牌差别化两种差别化计谋,并综合运用实际研究与实证剖析相联合的办法详细论述了两种计谋的制订念头、实行和结果；第五章经由过程上述研究总结韩国度电竞争计谋带给中国度电公司的启发。 Abstract: As the earliest to enter the foreign enterprise, industry, China's power industry through the 70 years at the end of the world has 34 years of growth, has gradually formed the world home appliance production base. China's power industry has entered a mature period, product homogeneity, the production of excess capacity brought about by the fierce price war makes home appliance industry profits back a few times, the market competition intensified. In order to make a clear and clear competition strategy, it is of great significance for enterprises to gain competitive advantage. This paper represented by Samsung, LG of South Korean enterprises to enter the Chinese market since, after on the micro, industry and competitor analysis, formulate different competitive strategy to deal with the change of competitive situation, so that the progress of the enterprise competitive advantage continuously. This paper attempts to based on the theory of competition of South Korean enterprises in China, analyze it in the Chinese market get victory of reason and desirable place, with period of Chinese home appliance enterprises to provide some reference and inspiration. The important research content involves five departments: the first chapter is the introduction, this paper discusses the research background, stop the meaning of research, research methods, research ideas and framework and the innovation of this paper can; the second chapter is the discussion of the practical background, the evolution of competitive strategy of enterprise strategy and practical overview one stop, focuses on the basic competitive strategy, this research provides practical support; the third chapter in Korean electricity enterprise growth process in China, and the situation in China grow South Korea electricity enterprises to stop the analysis; the fourth chapter analyzes the United China electricity industry, micro industry and the major competitors come, South Korean electricity companies in China competition "close to people" differentiation and brand differentiation of two kinds of different strategy, and comprehensive application of theoretical study and empirical analysis of the combination of The idea, practice and result of the two schemes are discussed in detail. The fifth chapter is the inspiration to the Chinese enterprise by the above discussion and conclusion. 目录: 摘要 3-5 Abstract 5-6 1. 引言 9-13 1.1 问题的提出 9 1.2 探讨意义 9-10 1.2.1 理论意义 9-10 1.2.2 实践意义 10 1.3 探讨措施 10-11 1.4 探讨技术路线与论文框架 11-12 1.5 论文创新性 12-13 2. 公司战略理论的演进及竞争战略理论概述 13-26 2.1 公司战略理论的演进 13-19 2.1.1 早期战略思想阶段 13-14 2.1.2 经典战略管理理论 14-15 2.1.3 竞争战略管理理论 15-16 2.1.4 公司能力理论 16-17 2.1.5 超越竞争的战略管理理论 17-19 2.2 竞争战略理论概述 19-23 2.2.1 国内外竞争战略的探讨 19-20 2.2.2 基本竞争战略概述 20-23 2.3 竞争战略探讨工具探讨 23-26 2.3.1 PEST略论法 23-24 2.3.2 五力模型略论法 24-26 3. 韩国家电公司在华近况略论 26-35 3.1 相关概念的界定 26 3.2 韩国家电公司在华发展历程 26-31 3.3 韩国家电公司在华发展近况 31-35 4. 韩国家电公司在华竞争战略的制定与实施 35-65 4.1 韩国家电公司在华宏观环境略论 35-38 4.2 韩国家电公司在华行业环境略论 38-41 4.3 韩国家电公司在华主要竞争对手略论 41-51 4.3.1 日本家电公司 42-46 4.3.2 欧洲家电公司 46-49 4.3.3 本土家电公司 49-51 4.4 韩国家电公司“亲民”异同化战略的制定与实施 51-55 4.4.1 “亲民”异同化战略的动机 51 4.4.2 “亲民”异同化战略的实施 51-54 4.4.3 “亲民”异同化战略的实施成果 54-55 4.5 韩国家电公司品牌异同化战略的制定与实施 55-65 4.5.1 品牌异同化战略的动机 55-56 4.5.2 品牌异同化战略的实施 56-61 4.5.3 品牌异同化战略的实施成果 61-65 5. 韩国家电公司在华竞争战略对我国家电公司的启示 65-73 5.1 我国家电公司面临近况概述 65-68 5.2 中国家电公司面临的困境 68-70 5.3 韩国家电公司竞争战略对我国家电公司的启示 70-73 结论 73-74 参考文献 74-77 致谢 77 |
