联系我们

论文查询结果	返回搜索

论文编号：	13374
作者编号：	2320180712
上传时间：	2022/6/13 17:41:11
中文题目：	H企业小家电业务发展策略优化研究
英文题目：	Research on Optimization Strategy of Small Domestic Appliance Business Development of H Enterprise
指导老师：	吴德胜
中文关键字：	小家电;价值共创;平台生态系统;策略优化
英文关键字：	small domestic appliances;Value co creation;Platform ecosystem;Strategy optimization
中文摘要：	过去20年随着地产的发展，大家电产品的家庭渗透率实现了飞跃式的提升，达到了相对较高的水平，随之而来的整个大家电行业增长的放缓。而与此同时，渗透率处于较低水平的小家电行业却引来了其快速成长的阶段。 H企业是一家位于山东省青岛市的家电企业，是最成功的跨国企业之一，也是全球最大的家电制造商之一。旗下小家电业务始于1997年，受种种因素影响，发展至今未形成规模，成为家电业务中的短板业务。 小家电行业的快速成长与H企业小家电业务发展的迟滞，形成了鲜明的对比。这催生了H企业对小家电业务发展策略优化的动意。 小家电行业虽潜力巨大，但参与竞争企业众多，有传统的综合类家电企业、有专业的小家电企业、有新兴的小家电以及大型的互联网企业，各方都在积极地布局，建立或强化竞争力。本文基于资源基础理论、开放式创新理论、价值共创理论和平台生态系统理论，结合H企业小家电业务发展的内部环境与外部环境的洞察，对H企业的小家电业务发展策略的优化方案进行了设计，方案聚焦四个方面：一是产品优化，应收缩整合，聚焦大赛道大单品；二是品牌优化，分区域分品类多品牌策略；三是渠道优化，变革销售模式，强化内容电商与三翼鸟渠道；四是供应链优化，采购自建工厂与生态链相结合模式。此外针对H企业自身的特点与小家电业务现实的情况，制定了落地保障措施，聚焦三个方面。一是开放式价值共创由内向型转向外向型；二是业务与组织的数字化变革；三是员工激励由单一的呢诶不激励向外部跟投拓展。通过上述方案的设计与能力构建，从而确保H企业小家电业务发展实现快速发展。 在论文最后，对本文所做相关论述进行了总结与展望，结合实际研究情况对研究存在的不足进行了分析，为后续相关研究提供一些借鉴和指引。
英文摘要：	Over the past two decades, along with the rapid development of real estate, the household penetration rate of major domestic appliances (MDA) has increased by leaps and bounds, reaching a relatively high level,afterwards the whole industry has witnessed the slowdown trend of growth for MDA. At the same time, the penetration rate of the small domestic appliance (SDA) is at a low stage of rapid growth. Being located in Qingdao, Shandong Province, as a home appliance company, H is one of the most successful multinational enterprises and one of the largest home appliance manufacturers in the world. Its small household appliance business initiated in 1997. Affected by various factors, it has not formed scale effects and has become the business with comparatively disadvantage. The rapid growth of SDA industry has casted a sharp contrast with the sluggish development of SDA in H, which shaped the motives of this study to optimize the development strategy of SDA business. Although SDA industry has great potentials, it has been filled with a large amount of competitors, , including traditional comprehensive household appliance enterprises, professional small household appliance enterprises, emerging small household appliances and large Internet enterprises. All parties are actively planning to establish or strengthen their competitiveness respectively. On the basis of resource-based theory, open innovation theory, value co-creation theory and platform ecosystem theory, this study, in light of the insights into the internal and external environment of H enterprise's SDA business development, designs the optimization scheme of H enterprise's SDA business development strategy. The scheme focuses on four aspects: first, product optimization, which should shrink and integrate, and focus on hot single products; Second, brand optimization, multi brand strategy by region and category; Third, channel optimization, change the sales model, and strengthen the content e-commerce and three-winged bird channels; Fourth, supply chain optimization, the combination of purchasing self-built factories and ecological chain.In addition, according to the characteristics of H enterprise and the status quo of SDA business, the countermeasures are formulated, focusing on three aspects. First, build and upgrade an open value co-creation product innovation platform; Second, build and strengthen the digital ability of the whole process business platform; Third, build and upgrade the incentive and restraint mechanism to maximize the value of employees. Through the design and capability construction of the above scheme, we can ensure the rapid development of H enterprise's SDA business. To sum up, this study summarizes and prospects the relevant discussions, analyzes the shortcomings of the research combined with the actual research situation, and provides some reference and guidance for the follow-up related research.
查看全文：	预览  下载(下载需要进行登录)