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论文编号：	9080
作者编号：	2220150502
上传时间：	2017/6/5 16:23:58
中文题目：	电子商务情境下志高空调公司发展战略研究
英文题目：	Research on development strategy of CHIGO Air Conditioner Company in the context of e-business
指导老师：	林润辉
中文关键字：	空调行业；电子商务；发展战略；差异化战略
英文关键字：	Air-conditioning industry；electronic commerce；development strategy；differentiation strategy
中文摘要：	随着电子商务的高速发展，传统企业向电子商务转型已经成为必然的趋势。与其他渠道相比，电子商务渠道具有成本低、方便快捷的特点，在企业的销售中所占份额越来越大。近年来，传统空调企业比如格力、美的等，都加大了对电商的投入。同时，国家对电子商务的发展也积极支持，为企业发展电子商务提供了非常好的机遇。对于志高空调而言，如何把握电子商务情境下的发展方向，显得尤为重要。面对空调行业竞争越来越激烈，利润率越来越低，如何把握电子商务发展的机遇，实行有别于对手的战略，已经成为各空调厂家的共识。当前，志高空调的的战略体系不完整，战略制定没有经过科学合理的分析。因此，如何基于严格科学的理论，制定企业的发展战略，是志高空调当前面临的重要问题。基于战略管理的理论和模型，本文在总结企业发展历程和存在的问题，分析了志高空调的内外部环境，通过SWOT分析，匹配得出志高空调在电子商务情境下的的差异化，并制定了相关执行规划。制定志高空调的战略，不仅对有助于志高空调本身未来的发展，还为同行企业的战略制定提供重要参考。
英文摘要：	With the rapid development of electronic commerce, the transformation from traditional enterprise to electronic commerce has become an inevitable trend. Compared with other channels, e-commerce channel’s share is growing because he is low cost, convenient and fast in the enterprise sales.In recent years, the traditional air-conditioning companies such as GREE, Midea and so on, have increased the input of the electricity suppliers. Meanwhile, our country is also actively supporting the development of e-commerce, providing a very good opportunity for the development of electronic commerce. For Chigo , how to grasp the development trend of electronic commerce in the context, is becoming particularly important. In the circumstances of increasingly fierce competition and lower profit margins, it has became the consensus of the air conditioning manufacturers to grasp the opportunity of the development of electronic commerce and use different strategy from the opponent. At present, the strategy system of Chigo Air conditioning is not complete and his strategy lacks scientific and rational analysis.So making strategy based on strict scientific theory is becoming more important for Chigo’s development. Basing on the theory of strategic management and its model, summarizing the development of enterprises and the existing problems, this paper analyzes the external environment of Chigo Air Conditioning. Through SWOT analysis, the paper obtains the differences in Chigo Air conditioning under the condition of electronic commerce and has made the related execution plan.Formulating Chigo Air Conditioning strategy is not only being good to Chigo’s own development but also to other enterprises in the same industry.
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