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论文编号：	9602
作者编号：	2120152747
上传时间：	2017/12/7 18:30:36
中文题目：	青岛海尔提升滚筒洗衣机产品优势的 系统措施研究
英文题目：	Research on the Systematic Measures to Enhance Product Advantage of Qingdao Haier Drum Washing Machine
指导老师：	柳茂平
中文关键字：	滚筒洗衣机;竞争战略;差异化;系统措施
英文关键字：	Drum Washing Machine; Competitive Strategy; Differentiation; Systematic Measure
中文摘要：	在全球化的背景下，企业面临的机会越来越多，同时，企业面对各方面的竞争和挑战也越来越多。企业要想长久地生存必须紧紧抓住消费者的需求，这需要企业有坚实的产品质量和优势保驾护航。 海尔集团的滚筒洗衣机产品，十分重视对产品的研发、设计和生产，重视消费者对产品的感知，将消费者对产品的真实体验和想法纳入到自己产品的研发设计和生产环节中，系统化地不断地提升自己的产品优势，不被时代所淘汰，时刻满足消费者日益增长和不断变化的需求。本文通过海尔滚筒洗衣机产业所处的外部环境和公司内部环境的深入分析，明确了公司面临的机会、威胁以及公司发展的优势和劣势；同时，应用波特的竞争战略理论，制定了差异化的竞争战略，分析海尔滚筒洗衣机生产、设计环节的主要内容，并进行海尔滚筒洗衣机业务提升产品优势系统措施的整体分析；最后，通过同该战略相匹配的公司价值链及系统的战略研究过程为海尔滚筒洗衣机产业建立竞争优势，应对日益复杂的环境挑战。 本文综合应用文献调查，对研究对象进行系统性的分析研究，数据丰富，内容详实，希望能对海尔滚筒洗衣机的战略决策起到积极的参考作用。此外，由于家电产业提升产品优势的系统措施的研究涉及各行各业，行业规模巨大，企业数量众多，因此本文的研究成果不仅对本企业的发展有所帮助，对于产业内其它企业的战略制定及提升产品优势亦可起到一定的参考价值。
英文摘要：	In the context of globalization， on the one hand， enterprises face more and more opportunities. On the other hand， enterprises face more and more competition and challenges in various aspects. To survive for long and even in the field of invincible， we need to have a solid product quality and advantages to protect our customers' eyes. Haier group of drum washing machine products， attaches great importance to the product research and development， design and production， emphasis on consumer perception of the product， the consumer of the product of real experience and ideas into their product research and development design and production， systematically constantly improve their product advantage， not be eliminated by times， meet the growing and changing consumer demand. Through in-depth analysis of the external environment and internal environment of Haier washing machine industry，this paper clarifies the opportunities，threats and advantages and disadvantages of the company's development. At the same time， the application of Porter's competitive strategy theory，made the competitive strategy of differentiation and analysis of Haier drum washing machine production， the main content of the design process， and improve product advantage for haier platen washing machine business system measures the overall analysis; In the end，the strategic research process of the company's value chain and system matching the strategy is to establish a competitive advantage for haier's washing machine industry and meet the increasingly complex environmental challenges. This thesis systematically analyzes the target object by comprehensively use literature， survey and statistics with rich data and detailed content. Hope this can give reference to Haier Washing Machine company’s management and help them make positive strategic decisions. In addition， the research on the system measures for improving product advantage of home appliance industry involves all professions and trades whose scale and quantity are large and numerous，as a result，the research results can not only help the company’s development，but also give reference to other corporations in this industry to formulate strategy.
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