格力电器的中央空调竞争战略分析

华中科技大学

硕士学位论文

格力电器的中央空调竞争战略分析

姓名：朱毅

申请学位级别：硕士

专业：工商管理

指导教师：林勇

20060401

华中科技大学硕士学位论文

摘要

随着经济的快速发展和人民生活水平的迅速提高，我国对中央空调的市场需求量呈快速增长态势。虽然目前我国中央空调生产企业数量众多，但规模大小不一，生产、研发、营销、管理等各方面技术水平参差不齐，行业间竞争日趋激烈。想要在激烈的竞争中脱颖而出，必须要有竞争力和竞争优势。如何进行科学的战略规划，以便在日益激烈的竞争环境中健康、有序的实现可持续发展，已经成为每一个国内中央空调生产企业现阶段所面临的重要问题。

本文首先分析了现阶段国内中央空调行业的发展现状和趋势，通过从宏观和行

业两方面对我国中央空调生产企业的发展、竞争环境进行分析，以及对行业内五种竞争力量进行比较，探寻我国中央空调行业主要经济特征、发现我国中央空调生产企业发展面临的机遇和威胁。在分析了行业内领先的珠海格力的竞争战略和针对格力中央空调生产面临的机遇和威胁、自身的比较优势、劣势，运用五力模型和价值链理论，得出了当前格力中央空调生产竞争战略。本文分析认为:应该首选差异化战略，因为中央空调的品牌、技术对客户的选择起着决定性的作用;而且由于我国地域辽阔，市场区域性、层次性强，整体消费水平不高，成本领先战略有一定的适用范围。从我国中央空调行业的发展现状及趋势来看，品牌战略，产品战略，服务战略，人才策略，国际化战略可以从不同方面帮助形成和提高格力电器中央空调竞争优势，以实现其竞争战略。

关键词：中央空调、竞争战略分析、差异化战略

华中科技大学硕士学位论文

Abstract

The requirement of central air-conditioner has growth very quickly along with the fast growth of economy development and the quickly improvement of the level of people' life. But the central air-conditioner industry is faced with more austere competition than ever. Nowadays how to develop healthily and efficiently in the increasingly fierce competition environment has become an important issue confronted by each central conditioner manufacturing enterprises. At the same time, the most important issue faced by the central air-conditioner manufacturing，enterprises is how to provide the proposition of the reasonable competition strategy and the way of its realization for the enterprise' development from the strategic angle.

This research starts with the statement and combining with current development of the central air-conditioner industry. This research analyses the development and the competition environment of the central air-conditioner manufacturing enterprises in Chinese precisely from both the macroscopic and the industry. Then aiming at the strengths and difficulties of the enterprises at home the leading companies ---Gree Electricity, the research puts forward the reasonable proposition of the competition strategy and the way of its realization. This research draws conclusions on the choice of the competition strategy as follows: The differentiation strategy should be the first choice of the central air-conditioner enterprises, because different customers have preference. The cost leadership strategy has its own scope of application. From the view of the current situation and its development trend in Gree' central air-conditioner industry, the brand strategy, the product strategy, the service strategy, the talent strategy and the internationalization strategy can make the shape and enhancement of the competition superiority of Gree.

Keywords: central air-condition，competitive strategic analysis，differentiation strategy