而作为家电制造的大国，我国的一些家电产业也因此而陷入停滞不前，甚至出现
亏损的情况，由于空调占据了家电产品当中的重要位置，因此我国的空调品牌不
可避免地在这一场危机中受到严峻的考验。本文以长虹公司为例，对中山长虹在
当前经济环境下的战略管理理论进行分析，并利用 SWPT、PEST 等分析工具对中山
长虹进行欧亿·体育（中国）有限公司环境、企业情况以及、宏观环境等进行探讨，再结合国内当前空调
出口欧亿·体育（中国）有限公司的现状、长虹空调出口历年的相关历史数据制定中山长虹的发展战略，
通过对公司发展战略的优化，定位公司未来的发展方向。针对公司制定的战略目
标和多元化经营目标，将规划核心客户、开发重点市场、规划海外窗口、推广企
业品牌、建立区域销售中心、降低成本等措施作为公司发展的主要战略

全文一共分为五个部分，第一部分是绪论，介绍了本文的写作背景、意义，
并对国内外研究的文献进行了概述。第二部分是中山长虹概况及外部环境分析，
运用 GPEST 分析法、五力模型等方法对外部的环境进行全面的分析。第三部分是
公司的内部环境分析，运用 SWOT 等分析法对公司的内部环境展开分析；第四部
分是在内外部环境分析的基础之上提出公司的发展战略，包括战略定位和具体的
业务发展；第五部分对发展战略保障措施，从管理、人才、企业文化等方面提出
发展战略的保障措施。第六部分为本文的结论

关键词：中山长虹；海外市场；SWOT；发展战略ABSTRACT
II
ABSTRACT
After 2008, the global economy has entered a recession, which is as cold as winter.
Household electrical appliances, as the China&39;s traditional export industry, have been
seriously challenged. Air conditioning appliances are the major consuming goods, but
after the global financial crisis has emerged, the whole industry’s export became
shrinking. This paper takes Changhong as a case to study, which is based on the
strategic management theory, the use of SWPT and PEST analysis tools to analyze the
macro environment the situation and the status which the company is currently facing in
its air conditioning export industry. It also analyzes the historical data of Changhong’s
air conditioning export over the years, the company&39;s development strategy, and the
future development of the orientation company. According to the diversification and
strategic objectives for the target company to develop, the core customer’s focus and
planning, the focusing on market development, the planning overseas of the company,
the implementation of three-dimensional marketing strategy， overseas marketing and
brand-building, the regional sales, the department of construction, the cost reduction
and other aspects of the development of this company, we take specific measures for the
implementation of the whole strategy.
The paper is divided into five parts. The first part is the introduction, including the
writing background, the significance, and the domestic and foreign literature research.
The second part is the analysis made by GPEST analysis on the Zhongshan
Changhong’s external environment, and five main methods such as the external
environment which can be used to conduct a comprehensive analysis. The third part is
the company&39;s internal environment’s analysis by SWOT analysis of the company&39;s
internal environment. The fourth part is the basis of internal and external environmental
analysis on the proposed company&39;s development strategy, including the strategic
positioning and specific business development. The fifth part of the paper is the
strategic development and implementation of safeguards.
Keywords:SWOT; developmental strategies; Zhongshan Changhong; Overseas markets目录
III
目 录
摘要........I
ABSTRACT..II
目 录......III
第一章 绪论.........1
1.1 研究的背景.........1
1.2 研究的目的和意义.........1
1.3 研究的内容和方法.........2
1.3.1 研究内容...2
1.3.2 研究方法...2
1.4 国内外文献综述.2
1.4.1 国外文献综述.......2
1.4.2 国内文献综述.......4
第二章 中山长虹概况及内部环境分析.6
2.1 公司的发展概况.6
2.1.1 公司发展简介.......6
2.1.2 公司现有业务概述...........6
2.1.3 中山长虹营业收入分析...7
2. 2 内部环境分析....8
2. 2.1 资源...........8
2. 2.2 能力.........11
2. 2.3 竞争优势....
第三章 公司外部环境及 SWOT 分析...15
3.1 公司的外部环境—G+PEST 分析
[18]
......15
3.1.1 地理环境… …15
3.1.2 政治环境.16
3.1.3 经济环境.18
3.1.4 社会环境.19
3.1.5 技术环境.20
3. 2 公司的产业环境（Porter 5 力模型）分析..211
3. 2.1 现有企业间的竞争分析23
13目录
IV
3. 2.2 潜在进入者对欧亿·体育（中国）有限公司竞争的影响分析....51
3. 2.3 来自购买者客户的议价能力分析........52
3. 2.4 来自供应商的竞争分析52
3. 2.5 潜在替代品的竞争分析..........552
3.3 公司 SWOT 分析...
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