摘 要
厨房电器行业是一种相对来说比较特殊的制造业，它与人们的生活息息相关。
受到传统思想和生活方式的影响，我国的厨房电器市场经历了一段比较长的开拓
过程。近年来，年轻一代人群开始成为这一行业的主要消费群体，加上人们对厨
房用具要求的日益增加，厨电行业已成为制造业中的朝阳产业，并进入到快速增
长阶段。
本文将厨电行业中正处于转型期的 QF 厨房电器有限责任公司作为研究对象，
采用理论分析与实际案例相结合的方法对其发展战略进行研究。首先，通过分析
QF 公司的宏观环境和行业环境，阐述了厨电行业发展的趋势以及 QF 公司面临的
契机和挑战。其次对 QF 公司的内部环境包括组织架构、人力资源管理以及营销渠
道进行了分析，并探讨公司的现有优势和劣势，面临的机遇与挑战。
再次，利用 ADL 矩阵讨论了厨电行业的行业周期发展阶段以及企业市场竞争
地位。文章指出整个厨电行业处在高速的成长阶段，QF 公司在行业中处于有利的
竞争地位，应该采取聚焦差异化战略和纵向一体化发展战略有效进行资源整合。
最后，文章提出企业需要从组织架构、人力资源管理，技术管理以及营销管理上
进行创新和改进，为公司的长远发展，最终获得持续竞争优势提供坚强的后盾。
关键词：厨电行业，ADL 矩阵， 发展战略， 聚焦差异化，纵向一体化

ABSTRACT
As a one of special manufacturing industries, the Kitchen Appliance industry is
closely bound up to our daily life. Influenced by traditional ideology and life mode, our
Kitchen Appliance industry experienced a long developing process. Currently, new
generation has becoming the major consumer group in this market. Moreover, the
market trend of the field of Kitchen Appliance industry increase quickly accompanied
by China’s rapid development of economic, meanwhile the domestic market demand
goes up dramatically, which contains huge market opportunities.
In this paper, we choose a typical company – QF Company, as a sample to
analyze its development strategy in the context of transition by combing the theoretical
analysis and case study. Firstly, we study its current states by using the analysis tool of
PEST, figuring out the future of Kitchen Appliance industry.Secondly, this paper
discusses the internal environment of QF Company from the perspective of
organizational structure, human resource management and marketing channel, and then
presents the opportunity and challenge it will meet.
Moreover, after using ADL matrix to discuss both the industry life cycle and firm’s
market competition power, we find that the Kitchen Appliance industry is in its growth
period and QF Company has gain its advantage in the market. This paper proposes that
the focused differentiation strategy should be adopted in the follow-up development. A
comprehensive decoration resources integration platform is needed to build to achieve
the goal of vertical integration. Finally, we suggest QF Company should improve its
organization structure, HR management, technology management and marketing
channel to match with its strategy, and then provide strong backing for its long-term
development and obtaining sustainable competitive advantage.
Keywords: the Kitchen Appliance industry, ADL Matrix, development strategy, focused
differentiation, vertical integration