小熊电器股份有限公司发展战略研究 目前，中国家电行业已经进入了品牌成功的时代，在市场上面临着困境与挑战。但是， 仍然可以看到有一种类型的家电正在发展，它就是小型家用电器。这种小型家电具有前卫、 便捷、独特、实用、外观精美等特点，它凭借这些特点赢得了数百万家庭的喜爱。小型家 用电器在赢得市场的同时，也高举了行业利润和增长的旗帜。从2016年开始，大量具有 中国消费特色的产品出现，小型家电行业的产品种类也进一步丰富，包括酸奶机、养生壶、 电饭盒等，形成了一个销售价值约3000亿元的产品类别。大量的小型家用电器进入人们 的家庭，在改善生活质量、减少家务劳动、增加生活乐趣和提高居住场所环境等方面发挥 了非常重要的作用。与此同时，中国的小型家电行业在世界出口市场上也取得了极大的成 功。 小熊电器作为第一个创意家电上市企业，与传统的家电企业不同，创造了新的制造模 式，即智能化制造，打开了全新的市场。近几年，小熊电器飞速发展，但是在发展的同时， 还存在许多不确定因素。虽然最初小熊电器的受众面很小，对传统大品牌的影响甚微，但 是，随着科技的进步和生产力的发展，小熊煮蛋器已经逐渐走进万千家庭，并成为热门品 牌之一。与此同时，许多品牌也开始推出同类产品，并通过电子商务平台进行销售，大型 家电品牌挤占小型家电市场，再加上原材料成本价格的上涨，线上电商的发展呈现出增速 放缓的态势，因此，小熊电器的市场空间会受到一定程度的压缩。目前，小熊电器仍然在 不断扩大企业的发展规模，企业内部必将面临严峻的挑战，比如资金链以及人力资源管理 等等。未来，小熊电器急需解决的一个问题将是如何对品牌进行深化，增加产品的科技感， 提高产品的质量，受到更多消费者的青睐，并且拥有强大的核心竞争力，能够与其他品牌 企业抗衡，在小型家电市场站稳脚。 本文根据最基本的发展战略理论对小熊电器股份有限公司进行了全方位的研究和分 析，分别采用了案例研究法和实证分析法。首先，对小熊电器外部的宏观环境进行分析， 包括政治环境、经济环境、社会环境和技术环境，对此采用了PEST分析方法。其次，对 小熊电器外部的行业内竞争环境进行分析，包括供应商的讨价还价能力、购买者的讨价还 价能力、潜在竞争者进入的能力、替代品的替代能力、行业内竞争者现在的竞争能力，这 里使用了波特五力竞争模型。再次，对小熊电器企业发展进行分析，包括企业的优势、劣 II 势、机会和威胁，这里运用了SWOT分析方法。最后，研究制定出适合该企业发展的战略， 并对企业的战略保障提出了相关措施。 关键词： 发展战略，小型家电，智能化，战略管理 I Abstract Study on the Development Strategy of Bear Electric Appliance co., LTD At present, China's home appliance industry has entered the era of brand success, facing difficulties and challenges in the market. However, there is still one type of home appliance that can be seen developing: small home appliances. This kind of small home appliance has avant-garde, convenient, unique, practical, beautiful appearance and other characteristics, it has won the love of millions of families with these characteristics. While small household appliances are winning the market, they are also raising the banner of industry profits and growth. Since 2016, a large number of products with Chinese consumption characteristics have appeared, and the product categories of the small household appliance industry have been further enriched, including yogurt machine, health pot, and electric lunch box, forming a product category with sales value of about 300 billion. A large number of small household appliances enter people's homes and play a very important role in improving the quality of life, reducing housework, increasing the joy of life and improving the living environment. At the same time, China's small home appliance industry has also achieved great success in the world export market. As the first creative home appliances listed enterprises, bear electric appliances and traditional home appliances enterprises different, created a new manufacturing model, namely intelligent manufacturing, opened a new market. In recent years, bear electrical appliances rapid development, but in the development of the same time, there are many uncertainties. Although the initial bear electric appliance audience is very small, to the traditional big brand influence is little, but, with the development of science and technology progress and productivity, bear egg boiler has been gradually into thousands of families, and become one of the popular brands. At the same time, many brands are starting to launch similar products, and through the e-commerce platform for sales, large home appliance brand from small home appliance market, plus the cost of II raw materials prices, the development of online electricity shows a tendency of growth is slowing, therefore, bear electric appliance market space will be affected by a certain degree of compression. At present, bear is still expanding the development scale of the enterprise, the enterprise will face severe challenges, such as capital chain and human resource management. In the future, bear electric urgently needs to solve a problem will be how to deepen the brand, increase the sense of technology of the product, improve the quality of the product, by the favor of more consumers, and has a strong core competitiveness, can compete with other brand enterprises, stand firm in the small home appliance market. Based on the most basic development strategy theory, this paper conducts a comprehensive research and analysis on bear electric co., LTD., adopting case study and empirical analysis respectively. Firstly, it analyzes the macro environment outside bear, including political environment, economic environment, social environment and technical environment, and adopts PEST analysis method. Secondly, the competitive environment in the industry outside bear is analyzed, including the bargaining power of suppliers, the bargaining power of buyers, the ability of potential competitors to enter, the substitution ability of substitutes, and the current competitiveness of competitors in the industry. Here, porter's five forces competition model is used. Thirdly, this paper analyzes the development of bear, including the advantages, disadvantages, opportunities and threats of the enterprise. SWOT analysis method is used here. Finally, the strategy that is suitable for the development of the enterprise is worked out, and relevant measures are put forward for the strategic guarantee of the enterprise.。。。。。。以下内容略