I 摘要 物联网的发展和人工智能等技术的研究，推动了智能家居行业的发展。不同于 传统家居，智能家居更加个性化，居家体验更好，是未来行业发展的主流方向。国 家不断出台新政策积极引导我国智能家居行业的发展，5G高速网络、云计算和大数 据等技术的发展也推动着智能家居行业的发展。只有积极发展智能家居行业才是家 居行业的方向，才能满足我国巨大潜力的市场需求，改善人民的生活质量。在这样 的环境之下，KB公司如何做好智能家居业务的竞争战略，关系到公司未来的前途 命运。这就需要通过科学的研究方法来制定合适KB公司的竞争战略，从而保障KB 公司能够更好的把握机遇，迎接挑战，构建核心竞争能力。 本文分为五个部分，第一部分归纳总结了竞争战略的相关理论和国内外的研究 现状；第二部分分别采用PEST分析法和波特的五力模型分析了KB公司智能家居 业务的宏观环境和行业环境，找出竞争的关键因素以及机会与威胁；第三部分分析 了KB公司内部资源所具有的优势和核心竞争能力，总结KB公司的优势和劣势； 第四部分采用SWOT模型，分析KB公司的竞争处境，并分别对成本领先战略、聚 焦战略和差异化战略这三种基本竞争战略的可行性进行分析，综合KB公司目前状 况得出最合适的竞争战略是差异化战略；第五部分对KB公司智能家居业务差异化 竞争战略在人力资源、技术、营销和财务方面的实施分别进行了阐述，给出了实施 保障，考虑了可能出现的运营风险、资产损失风险、竞争风险和市场萎缩风险并提 出应对措施；最后给出结论，做出展望和总结不足。 关键词：智能家居；竞争战略；PEST；SWOT 广东工业大学硕士学位论文 II Abstract WiththeadventoftheInternetofthingsera,smarthomeindustryusheredinan importantperiodofdevelopmentopportunitiesparedwithtraditionalhome,smart homeismorepersonalizedandhasbetterhomeexperience,whichisthetrendanddirection ofhomeconsumptioninthefuture.Thestatehasconstantlyissuednewpoliciestoactively guidethedevelopmentofChina'ssmarthomeindustry.ThedevelopmentofInternetof things,cloudcomputing,artificialintelligenceandothertechnologieshasalsopromotedthe developmentofsmarthomeindustry.Onlybyactivelydevelopingsmarthomeindustrycan wemeetthehugepotentialmarketdemandandimprovepeople'squalityoflife.Insucha situation,howtodowellinthecompetitivestrategyofsmarthomebusinessofKBcompany isrelatedtothefutureanddestinyofthecompany.Thisrequiresscientificresearchmethods todevelopasuitableKBcompany'scompetitivestrategy,soastoensurethatKBcompany canbettergrasptheopportunities,meetthechallengesandbuildcorecompetitiveness. Thispaperisdividedintofiveparts.Thefirstpartsummarizestherelevanttheoriesof competitivestrategyandtheresearchstatusathomeandabroad.Thesecondpartanalyzes themacroenvironmentandindustryenvironmentofKB'ssmarthomebusinessbyPEST analysisandPorter'sfiveforcesmodel,andfindsoutthekeyfactorsofcompetition, opportunitiesandthreats.ThethirdpartanalyzestheinternalresourcesofKBInthefourth part,SWOTmodelisusedtoanalyzethecompetitivesituationofKBcompany,andthe feasibilityofadoptingcostleadingstrategy,focusingstrategyanddifferentiationstrategyis analyzed.Themostappropriatecompetitivestrategyisdifferentiationstrategybasedonthe currentsituationofKBcompany.Inthefifthpart,thesmarthomebusinessofKBcompany isanalyzedTheimplementationofdifferentiatedcompetitionstrategyinhumanresources, technology,marketingandfinanceisdescribedrespectively,andtheimplementation guaranteeisgiven.Thepossibleoperationalrisk,assetlossrisk,competitionriskandmarket shrinkageriskareconsidered,andthecountermeasuresareputforward.Finally,the conclusionofthispaperismadeandtheprospectandsummaryareinsufficient. Keywords：SmartHome;CompetitiveStrategic;PEST;SWOT 目录 III 目录 摘要.........................................................................................................................................I Abstract...................................................................................................................................II 目录......................................................................................................................................III Contents.................................................................................................................................VI 第一章绪论.............................................................................................................................1 1.1选题背景和研究意义....................................................................................................1 1.1.1选题背景..................................................................................................................1 1.1.2研究意义..................................................................................................................2 1.2相关理论概述和国内外研究现状.................................................................................4 1.2.1相关理论概述..........................................................................................................4 1.2.2国内外研究现状......................................................................................................5 1.3研究方法和技术路线....................................................................................................7 1.4主要研究内容................................................................................................................8 第二章KB公司的外部环境分析........................................................................................10 2.1宏观环境分析..............................................................................................................10 2.1.1政治环境分析........................................................................................................11 2.1.2经济环境分析........................................................................................................12 2.1.3社会文化环境分析................................................................................................14 2.1.4科学技术环境分析................................................................................................16 2.2行业环境分析..............................................................................................................17 2.2.1购买者的议价能力................................................................................................17 2.2.2供应商的议价能力................................................................................................18 2.2.3潜在进入者的威胁................................................................................................18 2.2.4替代品的威胁........................................................................................................19 2.2.5智能家居行业的竞争程度....................................................................................19 2.2.6现有竞争对手分析................................................................................................20 广东工业大学硕士学位论文 IV 2.3竞争的关键因素分析..................................................................................................21 2.4机会和威胁分析..........................................................................................................22 2.4.1潜在的机会分析....................................................................................................22 2.4.2面临的威胁分析....................................................................................................23 第三章KB公司的内部环境分析.........................................................................................24 3.1KB公司发展历程概述.................................................................................................24 3.2KB公司的资源能力分析.............................................................................................25 3.2.1技术能力分析........................................................................................................25 3.2.2人力资源分析........................................................................................................26 3.2.3财务状况分析........................................................................................................27 3.2.4生产能力分析.............................................................