美的空调行业战分析.doc

目 录 ABSTRACT…………………………………………………………………2 论文摘要……………………………………………………………………3 引言…………………………………………………………………………4 一、空调行业分析…………………………………………………………4 (一) 空调行业现状及前景分析………………………………………4 1. 行业生命周期分析……………………………………………5 2. 行业技术分析…………………………………………………8 3. 行业特征分析…………………………………………………9 4. 行业供求况分析……………………………………………10 5. 进入行业障碍分析……………………………………………15 (二) 空调行业市场格局分析………………………………………18 1. 空调市场格局现状……………………………………………18 2. 国内空调市场特点……………………………………………20 (三) 国际空调市场进入状况分析……………………………………21 1. 国际市场进入现状……………………………………………21 2. 国际市场空调发展趋势………………………………………23 3. 中国若加入“WTO”将给国内空调企业带来的影响………24 二、美的集团战略分析与战略选择………………………………………25 (一) 战略分析——斯渥特矩阵………………………………………26 (二) 战略选择…………………………………………………………30 三、三种战略选择的实施建议……………………………………33 第一种战略选择的实施建议…………………………………33 第二种战略选择的实施建议…………………………………33 第三种战略选择的实施建议…………………………………35 结束语……………………………………………………………………36 参考文献…………………………………………………………………37  ABSTRACT Joel Ross once said “Without a strategy the organization is like a ship without a rudder, going around in circles.” Strategy-making benefits organizational internal environment is in line with its External environment, and benefits to realize organizational direction and objectives. Any organizations cannot exit after separating from external industry environment, so industry environment becomes premise, basis and restricting condition of strategy-making. Namely, the first step of strategy-making is that analyses external industry environment. The essay, with regard to present conditions and development tendency of air-conditioning industry Mei Di Group mainly deals in, carries out delicate analysis. On basis of the analysis, combined with present conditions of Mei Di Group, the essay further offers three feasible strategy choices and corresponding strategy implementation suggestions with SWOT analysis for strategy-making of Mei Di Group, in order to consolidate owned competitive advantages and to build competitive advantages in the future.  论 文 摘 要 美国管理学家乔尔·罗斯曾说：“没有战略的企业，就像没有舵的船一样只会在原地转圈。”企业战略的制定，有利于企业内部环境与外部环境的协调，有利于明确企业发展的方向和