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| Author: | Hu, Xiaohong |
| Title: | Strategic choice for China home appliance enterprises (original in Chinese) |
| Journal: | Economy and Information (c)
1998 : 9, p.32-34 |
| Index terms: | ELECTRONICS INDUSTRY MARKETING CONSUMER DURABLES CHINA |
| Language: | chn |
| Abstract: | China home appliance enterprises should choose the correct strategy for growth to foster and maintain their competitive superiority. At present, there are three wrong ideas that mislead and hinder the enterprise growth. They are: 1)being after quantity marketing-however, there are not many companies who are capable of applying such low-cost strategy on a scale economy basis. And, pursue of more market share has limited their capacity of creating values. 2)one-sided pursue of pluralization-as a result, a new lot of investment projects has a trend towards centralization and the industrial structure towards similarity, which has further scattered the limited resources and weakened the capacity of risk resistance. 3)seeking fast growth at low cost and beyond normal practice through merger, which is not in line with the present condition of the home appliance enterprises |
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