小家电发展的冷思考（Cold thinking on the development of small household electrical appliances）.doc

小家电发展的冷思考（Cold thinking on the development of small household electrical appliances） In recent years, the development of small household electrical appliance industry has attracted much attention, and faced with an embarrassing choice. On the one hand, because of its high profit margins and broad prospects for development, many large household electrical appliance enterprises are envious of it. On the one hand, because of the disorderly behavior of market competition and the quality of products being criticized, there are many shortcomings and disadvantages compared with the mature electricity. In fact, this fully reflects Chinas small household electrical appliance industry in the development over the years, has been stuck in the pursuit of short-term large-scale profits, or enhance product quality and technological processes? Is concerned about the improvement of after-sales service system, or to promote the progress of the industry standards? Is it to build a competitive enterprise group or to regulate the competition behavior and order in the industry? At present, Chinas small household electrical appliance industry there are still some shortcomings and disadvantages? In the future, Chinas small household electrical appliance enterprises should be how to avoid weaknesses, and form a large-scale competitive advantage? With these problems and thinking, I will make some analysis of some hot issues in the small household electrical appliance market. Building brand values In fact, for many brands of small household electrical appliance enterprises, there is a dilemma. On the one hand, hope to be able to establish and build a strong influence on the brand, but it needs the initial investment, but also need from product quality, technology, technology, market network layout and other aspects of support. Undoubtedly, the establishment of brand value is time-consuming and laborious, and it also requires capital input and is cost-effective. On the other hand, if there is