摘要
中国家电市场，起步较晚，但是随着经济的发展，我国自身具有的庞大的市场潜力开始日益凸显，家电行业迅猛发展。在此过程中，由于市场经济自身的特点，相应制度的不完善，加之利益驱使等因素，导致我国家电市场出现了诸如恶性竞争、自身创新能力不足等一些问题，而这些问题也是我国家电企业必须面对和妥善解决的。本文总共分为四章，首先详细阐述了我国家电行业发展历程，以及家电行业在国民经济中的重要性，紧接着根据波特五力分析相关理论，从竞争者竞争程度、新进入者威胁等五个方面详细分析当前我国家电行业市场，得出相应分析结果，然后在分析的基础上明确指出了家电行业市场竞争中存在的重要问题，诸如自身创新不足、忽略服务质量等，最后以问题为基础，详细罗列了家电企业针对上述问题应采取的对策，诸如回归理性竞争、提高自身创新力等，从而为我国家电厂商发展指明方向，为以后我国家电行业更好更快的发展提供更多的思路。
关键词：家电行业；波特五力分析；竞争
A b s t r a c t
Chinese home appliance market, started late, but with the economic development, China itself has huge market potential began increasingly prominent the appliance industry has developed rapidly. In this process, due to the characteristics of the market economy itself, the corresponding system is imperfect, coupled with profit-driven and other factors, resulting in China's home appliance market such as the vicious competition, and their lack of creativity and some other issues, and these issues must also China's household electrical appliance enterprises face and proper solution. This total is divided into four chapters, the first elaborate on the course of development of China's home appliance industry, appliance industry in the national economy as well as the importance of immediately according to Porter's five forces analysis of relevant theories, the degree of competition from competitors, the threat of new entrants five aspects of China's home appliance industry, detailed analysis of the current market
and draw the corresponding analytical results, and then on the basis of the analysis clearly points out the existence of competition in the home appliance industry market important issues, such as their lack of innovation, ignoring the quality of service, and finally to the problem based on detailed list of household electrical appliance enterprises address these issues should take countermeasures, such as the return to rational competition, to improve their innovation, so as to indicate the direction of the development of China's home appliance manufacturers, China's home appliance industry for the future development of better and faster to provide more ideas.
Keyword：Appliance industry; Porter's five forces analysis; competition
目录
一中国家电行业的概述 (2)
（一）中国家电市场概述 (2)
（二）中国家电行业的发展历程 (3)
（三）家电行业在国民经济生活中的重要性 (6)
二中国家电行业市场竞争的波特五力分析 (8)
（一）行业竞争者的竞争程度 (8)
（二）新进入者的威胁 (8)
（三）购买者讨价还价的能力 (9)
（四）供应商讨价还价的能力 (9)
（五）替代产品和服务的威胁 (10)
三我国家电行业市场竞争存在的问题及分析 (11)
（一）恶性价格之战成主流 (11)
（二）自身创新不足遭冲击 (12)
（三）产品品牌纠纷招抢注 (12)
（四）家电连锁供应起冲突 (13)
（五）服务质量提高被忽略 (14)
四家电行业应对市场竞争采取的对策 (15)
（一）回归理性竞争 (15)
（二）提高自主创新能力 (16)
