文档介绍：河北工业大学
硕士学位论文
海尔彩电之竞争战略及策略研究
姓名:杨波
申请学位级别:硕士
专业:工商管理
指导教师:曾珍香
20060901
河北工业大学工商管理硕士(MBA)学位论文

海尔彩电之竞争战略及策略研究
摘要

中国彩电市场经过近十年的价格洗礼,市场日趋成熟,品牌日益集中,通过市场
竞争及行业兼并,原本数百家的本土彩电企业仅剩下六、七家主要生产制造商。
随着平板这一新的显示方式在全球的普及,传统以显像管作为显示方式的彩电
市场受到了强大的冲击及逐步取代。而在这场平板电视淘汰显像管电视的全球运动
中,国产彩电品牌因核心技术的缺失再次被挤到新彩电产业链的末端,面临着生存与
发展的危机。
伴着全球经济一体化的浪潮,国产彩电要与外资品牌在世界范围内的市场上同
台竞争,资金及技术上的劣势,使得本土彩电企业举步维艰。而作为国产彩电品牌代
表之一的海尔彩电,也同样面临着残酷的发展挑战及战略选择。文中通过对彩电市场
环境分析以及彩电业全球发展趋势研究得出彩电将向更薄更轻更大方面发展,功能将
向 3C 融合上贴近。针对主要彩电企业的竞争战略规划及策略运用研究,总结出各自
的成功点及值得借鉴点,并结合海尔彩电的竞争优劣势剖析,运用五力战略模型提出
海尔彩电的竞争战略目标,即围绕差异化战略,整合上下游供应商、分销商的资源,
快速有效的满足全球不同消费者的市场需求,打造国际一流的彩电产品及相应解决方
案的供应商。从产品,研发,制造,营销,服务等职能层面进行策略创新,提升海尔
彩电的竞争力。为中国彩电品牌的全球化运营开辟了一条新的道路,给中国彩电产业
的发展及升级带来了新的探索。

关键词: 平板,五力模型,环境分析,竞争战略,竞争策略

i
海尔彩电之竞争战略及策略研究

RESEARCH PETITION TACTIC
AND STRATEGY OF HAIER TV

ABSTRACT

China TV market has grown to a mature level after intense petition for
already one decade. There are only several main producer remain now after the process of
Brand-Centralizing and Mergers & Acquisitions
By the global extending of the Flat Panel TV as a new display solution. Tube TVs are
being expelled out of market day after day. And in this great evolution, Chinese producers
have been pushed to the bottom of this Industry-Chain because of the Core-Technology
absence and have to face the crisis of Surviving & Development.
By the Unification process of Global business. China TV producers going pete
with foreign brands and meet the predicament on both technique and finance. As a
prominent national TV producer, Haier is facing the market challenges and choosing his
strategy.
In this article, author analyzed the trend of this industry, competition strategies of the
main players and strongpoint & weakness of Haier. Get conclusion that TV products will
be thinner/lighter/bigger on design and 3C on function in the future. Analyze the strategy
programming & tactic execution of