家电业市场分析(英文)

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1、FiveForcesAnalysisAnindustryisnotonlyinfluencedbygeneralenvironment,butalsoinfluencedbythespecificindustryenvironment.Thesefactorsincludethreatofnewentrants,supplierbargainingpower,bargainingpowerofbuyers,threatofsubstitutesandintensityofrivalry.Theywilldetermineth

2、ebehavioroftheindustry.ThreatofnewentrantsHouseholdappliancesindustryhasamaturemarket.Theexistingmarkethasbeendividedupbythecompaniesandindustrystandardhasbeenformed.Newentrantshavetofaceenormousresistance.Firstofall,everynewentrantmustthinkaboutaproblemthatdevelop

3、sfundswillbeenough.Theycannotgetqualifiedproducts,ifthenewentrantsdonothaveenoughmoneytobuyproductionequipmentandrelatedproductiontechnology.Thisisahugeinvestment.Nextproblem,newentrantsface,isthatthebigmanufacturershaveexpandedscaleandgotthescaleeconomy.Itishardto

4、thenewentrantstohavebigoutputandgetmarketshare,excepttheypayahugenumberofmoneytobuildcompleteproductionlines.Third,Majorproducershastheadvantageoflowcost,becausetheyhaverelatedproductiontechnologyandcompleteproductionmanagementsystem.Sothesemanufacturerscanfordizep

5、roductswithlowcost.Accesstoinputsisotherbarriers.Theexistingcompaniesasthecompetitorswillmakenewentrantscannoteasilygetkeyparts.Theycanpurchasealotofkeypartstomakemarketshortage.Accesstodistributionchannelsisnotabigproblemfornewentrants.Theexistingcompaniesarediffi

6、culttointerferewiththebusinessactivitiesofretailers.Thenewentrantsjustneedtocooperatewithretailers,theywillgetnewchannels.Buttheyshoulddefrayhigheradvertisingallowancetoconvinceretailerstoaccepttheirproducts.Needforproductdifferentiationalsoisnotaproblemfornewentra

7、nts.Thefunctionsofproductsaresimilarinthisindustry.Sothenewentrantscanplayfollowers,iftheyhavenoabilitytodesignnewproducts.Itisonlypointthatthenewcompanyneedstouselowpricetoattractconsumers.Switchingcostsishighinthisindustry.Thebuyers,homeapplianceretailers,needtot

8、hinkpopulardegreeofnewproductsfromnewentrants.Consumersarealwayspreferencetopurchasefamiliarbrand.Expectedretaliationofnewentrantsinhouseholdarti