文档介绍：美的空调行业战略分析
目 录
ABSTRACT
2
3
4
4
( )
4
1.
5
2.
8
3.
9
4.
10
5.
15
( )
18
1.
18
2.
20
( )
21
1.
21
2.
23
“ WTO ” 24
25
( ) ——
26
()30
33
33
33
35
36
37
美的空调行业战略分析
ABSTRACT
Joel Ross once said
“ Without a strategy the organization is
like
a
ship
without
a rudder, going around in
circles. ”
Strategy-making benefits organizational internal environment is
in line with
its External environment, and benefits
to
realize
organizational direction and objectives. Any organizations cannot
exit
after separating from external
industry
environment,
so
industry
environment
becomes premise, basis and
restricting
condition of strategy-making. Namely, the first
step
of
strategy-making is that analyses external industry environment.
The
essay, with
regard
to
present
conditions
and
development tendency of air-conditioning industry Mei Di Group
mainly deals in, carries out delicate analysis. On basis of
the
analysis, combined with present conditions of Mei Di Group, the
essay further offers
three
feasible
strategy
choices
and
corresponding strategy implementation suggestions with
SWOT
analysis
for
strategy-making
of
Mei
Di Group,
in
order to
consolidate
owned competitive
advantages and
to
build
competitive advantages in the future.
美的空调行业战略分析
论文摘要
美国管理学家乔尔·罗斯曾说：“没有战略的企业，就像没有舵的船一样只会在原地转圈。 ”企业战略的制定，有利于企业内部环境与外部环境的协调， 有利于明确企业发展的方向和目标。同时，任何一个企业都是不可能脱离其外部行业环境而独立存在的，这样行业环境便成了企业战略制定的依据、 出发点和限制条件，因而企业战略的制定首先要进行外部行业环境分析。
本文就美的集团主营空调行业的现状及发展趋势，进行了
深入细致的分析。 并在此分析基础上， 结合美的企业现状， 采
用斯渥特矩阵 (SWOT matrix) 分析工具对其企业战略的制定，
提出了三种可行的战略选择及相应的战略实施建议， 以巩固和
加强美的集团现有的竞争优势，建立企业未来的竞争优势。
[ 关键词 ] 空调行业分析 战略选择 战略实施建议
美的空调行业战略分析
引言
一百三十多年前的盛夏，受枪伤住院的美国总统林肯成为世界上享受空调的第一人