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论文编号：	7158
作者编号：	2220110858
上传时间：	2015/5/27 13:41:05
中文题目：	格力电器公司战略环境与战略选择分析
英文题目：	The strategic environment and strategic choice analysis of GREE electrics appliances company
指导老师：	杨斌
中文关键字：	格力电器，战略，核心科技
英文关键字：	GREE， Strategy ，The core technology
中文摘要：	格力电器是我国极具代表性的制造型企业，2013年格力成为中国首家净利润、纳税双双超过百亿的家电企业。拥有格力、TOSOT、晶弘三大品牌家电产品，其产品包括家用空调、中央空调、空气能热水器、TOSOT生活电器、晶弘冰箱等。格力家用空调是目前中国空调业唯一的“世界名牌”，格力电器业务遍及全球。截止2014年，其家用空调年产能超过6000万套，中央空调年产能550万套，产销量连续10年领先，消费者已超3亿。格力9大生产基地分别遍及珠海、重庆、合肥、郑州、武汉、石家庄、芜湖、巴西、巴基斯坦，拥有职工7万余人，至今累计申请技术专利14000多项，其中申请发明专利近5000项。2014年4月25日，格力电器（000651）发布了2013年度报告。报告称，2013年格力电器实现营业总收入1200.43亿元，较上年同期增长19.91%；利润总额为128.92亿元，较上年同期增长47.12%，其中，格力空调产品的销售额达到1054.87亿元。2015年1月19日，业绩快报披露，2014年度格力实现营业收入1400亿元，较上年同期增长16.63%，实现归属于上市公司股东的净利润141.15亿元，较上年同期增长29.84%。面对当前复杂的经济环境和激烈行业竞争，企业只有选择正确的发展战略，才能实现“百年格力”的伟大愿景。本文通过PEST分析法对企业外部环境进行分析，从而得出目前中国外部宏观环境有利于家电行业发展结论；其次，运用波特五力理论对空调行业环境进行分析，认为格力空调是空调行业当之无愧的领导者，并对格力电器内部的资源与能力进行分析，指出了该企业在产品质量、产品科技、品牌等突出优势，认为格力空调在行业内处于主导地位；第三，本文运用了SWOT模型分析，笔者提出了格力应选择SO战略。同时，对格力电器近期的三项主要战略选择做出相应分析。最后，论文提出格力战略实施过程中的保障，即： 1.专业化经营为基础的扩张战略； 2.掌握核心科技为要旨的科技领先战略； 3.“让天空更蓝、让大地更绿”的环保节能的可持续发展战略； 4.以格力电器专卖体系为龙头，融合“互联网+”的格力电器营销战略。最终确保格力电器公司的发展战略能实现中远期目标。
英文摘要：	Gree electric appliances is China's representative manufacturing enterprises, in 2013, Gree became the first company which is net profit and tax both over billions in the field of appliance enterprises. Gree electric appliances include three brands,GREE,TOSOT and KINGHOME. Its products include household air conditioner, central air conditioning, air to water heaters, TOSOT living appliances, crystal, refrigerator, etc. Gree household air conditioning is the only "the world famous brand" in an air-conditioning field at present in China, Gree electric appliances business is all over the world. By 2014, annual production of household air conditioning is more than 60 million sets, while, annual production of central air conditioning is more than 5.5 million sets, which are leading production for 10 years and have consumers more than 300 million. Gree has 9 production base in Zhuhai, Chongqing, Hefei, Zhengzhou, Shijiazhuang, Wuhan, Wuhu, Brazil, Pakistan, more than 70000 employees, over 14000 applied for patents, including applied for nearly 5000 invention patents. According to 2013 annual report in April 25-2014, it issued that GREE has achieved total operating income of 120.043 billion, rising by 19.91 percent year on year; but also the profit totaled 12.892 billion, up from 47.12 percent a year earlier. Among them, GREE air-conditioning products sales reached 105.487 billion. According to performance express in January 19, 2015, it issued that GREE has achieved total operating income of 140 billion, rising by 16.63 percent year on year. To realize attributable to shareholders of the boss 14.115 billion net profit, rising by 29.84 percent .In the face of the current complex economic environment and fierce industry competition, the enterprise must choose the correct development strategy in order to achieve the grand vision—“The greatest GREE” The essay analyses external environment of enterprise by using PEST Analysis, and draws a conclusion that the current exterior macroscopic environment of China is in favor of the development of household appliance industry. Second, we use Potter five competitive power theory to analyze air condition industry environment and regard GREE as the fully-deserving leader of air-condition industry. Third, we point out that the enterprise has absolute advantages on product quality, product technology and brand effect according analyzing the internal resources and capacity of GREE, and we think GREE is the leader in the industry. Fourth, the passage use SWOT model to analyze and propose the SO strategy of GREE. Moreover, the recent three major strategic choice of GREE has been analyzed. The last of all, the essay proposes security in the process of GREE strategy. Namely: Insist on the core research and development investment Optimize the existing sale model Insist on the sustainable development The GREE electric marketing strategy :Integration of the” Internet +” These GREE strategies are guarantees to achieve the long-term goal.
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