压铸类家用电器产品的市场及经营风险分析
摘要
二十世纪后期,在全球科学技术的不断发展带动下,一些高科技技术被广泛的应用于人们的日常生活当中,家用电器就是一个典型的范例。起初,主要以电视机、冰箱、洗衣机等大型的家用电器为主,后来渐渐发展到小型家用电器产品领域,代表产品有:电热水壶、面包机、咖啡机等产品。而以电烫斗、三文治炉和电烤盘为代表的压铸类家用电器也包括在其中。
压铸类家用电器的特点是其结构方面主要采用铝材压铸成型,配以塑胶或金属外壳组装而成。整个产品特点为:结构相对简单、功能实用、操作方便。自压铸类家用电器问世以来,迅速在欧洲和美洲市场畅销,根据相关机构统计,仅电烫斗、三文治炉等产品,全球的需求量就有2亿台左右。
机会与风险向来都是并存的,虽然压铸类家用电器有庞大的市场需求,同时经营压铸类家用电器的研发、生产与销售同样存在很多风险。企业如何客观的分析市场;如何定位自身的发展方向;如何全面的识别各类风险并加以应对;将是全体经营者共同需要研究的话题。
本论文将从当前压铸类家用电器的市场容量方面入手,通过收集相关数据,统计并分析当前市场的发展方向,识别压铸类家用电器产品目前市场经营存在的风险,帮助企业定位市场经营和开发的方向。论文还将通过运用现代企业管理中比较先进的管理工具:SWOT、6SIGMA和工业工程等手法,深入的研究和识别目前压铸类家用电器经营存在的风险及应对措施。企业只有在充分分析到自身的优势、劣势、机会和威胁,企业才可以全面识别经营产品所面对的各方面的风险并加以应对,才可以正确的制定发展策略,引导经营者理性思维和正确决策。论文还将对各类风险的应对措施的可行性方面展开论证,确定应对措施的可行性。
The development of the die-casting home appliances is associated with the rapid development of the global economy, at the same time, the development of the global economy drives the development of die-casting home appliances. Although the die-casting home appliances has large market and demand. Investment in the research and design of die-casting home appliances, production and sales, there are many risks. It is necessary to make objective analysis and give effectual solving means, it can make the corporation become bigger and stronger.
In the case of economic globalization, the market also is rapidly changing, analyse the statistic data of importing home appliance from 2005 to first half year of 2008, the iron, sandwich, etc., represented by die-casting home appliances maintains market demand each year about twenty to twenty-five million units. And the demand will increase by a speed of 10-15% every year in the future of 3 to 5 years.
The strong market demand attracts many appliance manufacturers and investors enter the field. But the market is rapidly changing, the chance and the risk exist at the same time, you must master the market if you want to invest the die-casting home appliance. And identify the investing risk, and conduct reliable action to obtain steady development.
By analyse the current demand in the internal and international market, and the production, quality states of the internal manufacturer. We summarize the investment risk of home appliances that may exist in the field of:
1).The risk of Market positioning and marketing strategy
The international market can be divided into different area and different country, in different area or different country, the demand quantity, appliance requirement and the profit margin are different. if the products do not have an accurate market positioning, there will have risk on sales business. these risks include: the product type is different from the market demand to make the appliance is unsalable; the quality cannot meet the market’s demand to result in rejection of the batch and indemnity; and products with a large number of sales can not see too many single-earned profits, even lead to the bad.
2).R & D risk
R&D also needs to clear market demand, acclimate the market’s demand to conduct the product research and design. At present, the salable product in the market is low grade, as a result of fierce competiton, a very small profit margin. If enterprises engaged in production of low grade product for a long time, it is difficult to ensure that long-term and stable business.
3).The risk of product manufacturing process
Looking at the current domestic enterprise producing die-casting home appliance, its management model are old-fashioned, low efficiency and low quality. The production can not control the cost effectively and ensure the product quality. It will bring many risks for the production and sales business.
4).Competition risk
As the lower technique requirement for the die-casting appliance, the most of product’s technique has been perfect, so many of the business or individuals have invested, leading to increasing competition in the industry. The competition not only in the market share and price but also in product research and production. Some relatively high level of engineering and technology companies are investing in the development of new alternative products, it will bring tremendous business pressure and risk for other companies.
By analyse market information, after confirm the market risk in the future, how positive and effective response to these risks will be enterprises or investors need to pay attention to the focus. We combine successful experience of other industries and related to scientific theory, the use of SWOT, 6SIGMA and modern industrial engineering to make some of basic strategy for dealing with the risk:
1).Refining market, objective evaluation
Aim at the rapidly changing market of the die-casting appliance, we need to divide into different market accurately and give an objective evaluation, to understand the characteristic and needs of different market, sell suitable product to meet market and user demand, the product will be salable.
2).The low grade product ensures saleroom, profit in the medium and high grade product
By analyse market information, at present, the low grade still occupy the mainstream consumer market, so the investment of die-casting home appliances still is proceed from the low grade products to high grade products for the profit of a breakthrough, and actively in the development of new high grade products. To satisfy the people’s increasing demand for products.
3).Strict process control, improve product quality
When the product grade and price are at the same level, how to improve the product profits and change the mode of production, the pursuit of lean manufacturing to reduce the cost of poor quality is a very good choice. Apply modern industrial engineering theory,a positive analysis of production processes and the elimination of its waste to achieve the purpose of increasing profits. A the same time,improve the product quality also is a strategy to seize the market. Apply the management methods in the 6SIGMA theory,improve the problem point of product to make the product perfect and steady.
4).Give priority to mainstream product and encouraging creativity
In the production and sale of the mainstream products on the market, at the same time, enterprises also need to actively carry out product innovation. The corporation shall conduct product innovation, research and design more full-featured, the appearance of a more beautiful, more tailored products, satisfy the consumer’s demand and lead to the direction of industry development, to ensure the corporation management can last for a long time.
The several strategies for applying the investment risk of die-casting home appliance are feasible and practical from the view of market demand and internal environment. There is sufficient market demand to ensure that the products can be a good sales after investing. The theory and tooling for improving have a well application in other industries, and obtain huge success, coupled with the policy of emphasizing and supporting corporation’s independent innovation in our country, so the risks response strategies discussed above are entirely feasible.
The market is rapidly changing, the product also is developing. If you want to reduce the investing risk of die-casting home appliance, you shall pay attention to the market and time to identify new risks, adjust the response strategies to ensure the rapid development of enterprises and reduce the investment risk.
压铸类家用电器的特点是其结构方面主要采用铝材压铸成型,配以塑胶或金属外壳组装而成。整个产品特点为:结构相对简单、功能实用、操作方便。自压铸类家用电器问世以来,迅速在欧洲和美洲市场畅销,根据相关机构统计,仅电烫斗、三文治炉等产品,全球的需求量就有2亿台左右。
机会与风险向来都是并存的,虽然压铸类家用电器有庞大的市场需求,同时经营压铸类家用电器的研发、生产与销售同样存在很多风险。企业如何客观的分析市场;如何定位自身的发展方向;如何全面的识别各类风险并加以应对;将是全体经营者共同需要研究的话题。
本论文将从当前压铸类家用电器的市场容量方面入手,通过收集相关数据,统计并分析当前市场的发展方向,识别压铸类家用电器产品目前市场经营存在的风险,帮助企业定位市场经营和开发的方向。论文还将通过运用现代企业管理中比较先进的管理工具:SWOT、6SIGMA和工业工程等手法,深入的研究和识别目前压铸类家用电器经营存在的风险及应对措施。企业只有在充分分析到自身的优势、劣势、机会和威胁,企业才可以全面识别经营产品所面对的各方面的风险并加以应对,才可以正确的制定发展策略,引导经营者理性思维和正确决策。论文还将对各类风险的应对措施的可行性方面展开论证,确定应对措施的可行性。
The development of the die-casting home appliances is associated with the rapid development of the global economy, at the same time, the development of the global economy drives the development of die-casting home appliances. Although the die-casting home appliances has large market and demand. Investment in the research and design of die-casting home appliances, production and sales, there are many risks. It is necessary to make objective analysis and give effectual solving means, it can make the corporation become bigger and stronger.
In the case of economic globalization, the market also is rapidly changing, analyse the statistic data of importing home appliance from 2005 to first half year of 2008, the iron, sandwich, etc., represented by die-casting home appliances maintains market demand each year about twenty to twenty-five million units. And the demand will increase by a speed of 10-15% every year in the future of 3 to 5 years.
The strong market demand attracts many appliance manufacturers and investors enter the field. But the market is rapidly changing, the chance and the risk exist at the same time, you must master the market if you want to invest the die-casting home appliance. And identify the investing risk, and conduct reliable action to obtain steady development.
By analyse the current demand in the internal and international market, and the production, quality states of the internal manufacturer. We summarize the investment risk of home appliances that may exist in the field of:
1).The risk of Market positioning and marketing strategy
The international market can be divided into different area and different country, in different area or different country, the demand quantity, appliance requirement and the profit margin are different. if the products do not have an accurate market positioning, there will have risk on sales business. these risks include: the product type is different from the market demand to make the appliance is unsalable; the quality cannot meet the market’s demand to result in rejection of the batch and indemnity; and products with a large number of sales can not see too many single-earned profits, even lead to the bad.
2).R & D risk
R&D also needs to clear market demand, acclimate the market’s demand to conduct the product research and design. At present, the salable product in the market is low grade, as a result of fierce competiton, a very small profit margin. If enterprises engaged in production of low grade product for a long time, it is difficult to ensure that long-term and stable business.
3).The risk of product manufacturing process
Looking at the current domestic enterprise producing die-casting home appliance, its management model are old-fashioned, low efficiency and low quality. The production can not control the cost effectively and ensure the product quality. It will bring many risks for the production and sales business.
4).Competition risk
As the lower technique requirement for the die-casting appliance, the most of product’s technique has been perfect, so many of the business or individuals have invested, leading to increasing competition in the industry. The competition not only in the market share and price but also in product research and production. Some relatively high level of engineering and technology companies are investing in the development of new alternative products, it will bring tremendous business pressure and risk for other companies.
By analyse market information, after confirm the market risk in the future, how positive and effective response to these risks will be enterprises or investors need to pay attention to the focus. We combine successful experience of other industries and related to scientific theory, the use of SWOT, 6SIGMA and modern industrial engineering to make some of basic strategy for dealing with the risk:
1).Refining market, objective evaluation
Aim at the rapidly changing market of the die-casting appliance, we need to divide into different market accurately and give an objective evaluation, to understand the characteristic and needs of different market, sell suitable product to meet market and user demand, the product will be salable.
2).The low grade product ensures saleroom, profit in the medium and high grade product
By analyse market information, at present, the low grade still occupy the mainstream consumer market, so the investment of die-casting home appliances still is proceed from the low grade products to high grade products for the profit of a breakthrough, and actively in the development of new high grade products. To satisfy the people’s increasing demand for products.
3).Strict process control, improve product quality
When the product grade and price are at the same level, how to improve the product profits and change the mode of production, the pursuit of lean manufacturing to reduce the cost of poor quality is a very good choice. Apply modern industrial engineering theory,a positive analysis of production processes and the elimination of its waste to achieve the purpose of increasing profits. A the same time,improve the product quality also is a strategy to seize the market. Apply the management methods in the 6SIGMA theory,improve the problem point of product to make the product perfect and steady.
4).Give priority to mainstream product and encouraging creativity
In the production and sale of the mainstream products on the market, at the same time, enterprises also need to actively carry out product innovation. The corporation shall conduct product innovation, research and design more full-featured, the appearance of a more beautiful, more tailored products, satisfy the consumer’s demand and lead to the direction of industry development, to ensure the corporation management can last for a long time.
The several strategies for applying the investment risk of die-casting home appliance are feasible and practical from the view of market demand and internal environment. There is sufficient market demand to ensure that the products can be a good sales after investing. The theory and tooling for improving have a well application in other industries, and obtain huge success, coupled with the policy of emphasizing and supporting corporation’s independent innovation in our country, so the risks response strategies discussed above are entirely feasible.
The market is rapidly changing, the product also is developing. If you want to reduce the investing risk of die-casting home appliance, you shall pay attention to the market and time to identify new risks, adjust the response strategies to ensure the rapid development of enterprises and reduce the investment risk.
引文
[1] (日)石渡淳一等著《最新现场IE管理》海天出版社2004年出版
[2]冯丽云著《现代市场营销学》经济管理出版社1999年出版
[3]曹玮著《六步攻占区域市场》中华工商联合出版社2006年出版
[4]潘林岭著《现场管理实战》广东经济出版社2002年出版
[5]何慧(等)著《市场调研经理手册》企业管理出版社2002年出版
[6]李怀祖(等)著《客户关系管理理论与方法》中国水利水电出版社2006年出版
[7]徐有峰(等)著《中小企业创新营销精华读本》安徽人民出版社2002年出版
[8]付强(等)著《有效的项目管理》中国纺织出版社2003年出版
[9] (美)加里·R·哈肯著《项目管理24原则》中心出版社2005年出版
[10] (英)劳里·伯克著《项目管理》经济科学出版社2005年出版
[11]赵文明著《解读风险经营》南海出版社1999年出版
[12]王先庆著《沃尔玛零售方法》广东经济出版社2004年出版
[13]廖金福著《库存管理入门》广东经济出版社2004年出版
[14]罗锐韧著《市场营销管理》红旗出版社1997年出版
[15] H·奥特著《杰克·韦尔奇创新经营实战全书》黑龙江人民出版社2002年出版
[16]聂微著《SPC实施指南》广东经济出版社2006年出版
[17]孙少雄《如何推行5S》厦门大学出版社2000年出版
[18] (美)布鲁斯·A·汉德森(等)著《精益企业》企业管理出版社2005年出版
[19] (日)守谷雄司(等)著《提高效率》北京大学出版社2005年出版
[20] (日)今井正明著《现场改善—低成本管理方法》机械工业出版社2006年出版
[21]上海质量管理科学研究院著《质量竞争力》中国标准出版社2006年出版
[22]张驰(等)著《六西格玛实战》广东经济出版社2003年出版
[23] (美)史蒂夫·纽恩多夫著《六西格玛在项目管理中的应用》机械工业出版社2006年出版
[24]万成林《市场行情分析—理论、方法和操作》天津大学出版社1996年出版
[25]马旭晨《现代项目管理评估》机械工业出版社2007年出版
[26]屈援《市场预测与决策》经济科学出版社2007年出版
[27]韦克俭《应用经济学教程》清华大学出版社2007年出版
[28]陈文华消费心理与营销对策》中国国际广播出版社2002年出版
[29]邰苎、荆林波《消费心理理论与实务》中央广播电视大学出版社2000年出版
[2]冯丽云著《现代市场营销学》经济管理出版社1999年出版
[3]曹玮著《六步攻占区域市场》中华工商联合出版社2006年出版
[4]潘林岭著《现场管理实战》广东经济出版社2002年出版
[5]何慧(等)著《市场调研经理手册》企业管理出版社2002年出版
[6]李怀祖(等)著《客户关系管理理论与方法》中国水利水电出版社2006年出版
[7]徐有峰(等)著《中小企业创新营销精华读本》安徽人民出版社2002年出版
[8]付强(等)著《有效的项目管理》中国纺织出版社2003年出版
[9] (美)加里·R·哈肯著《项目管理24原则》中心出版社2005年出版
[10] (英)劳里·伯克著《项目管理》经济科学出版社2005年出版
[11]赵文明著《解读风险经营》南海出版社1999年出版
[12]王先庆著《沃尔玛零售方法》广东经济出版社2004年出版
[13]廖金福著《库存管理入门》广东经济出版社2004年出版
[14]罗锐韧著《市场营销管理》红旗出版社1997年出版
[15] H·奥特著《杰克·韦尔奇创新经营实战全书》黑龙江人民出版社2002年出版
[16]聂微著《SPC实施指南》广东经济出版社2006年出版
[17]孙少雄《如何推行5S》厦门大学出版社2000年出版
[18] (美)布鲁斯·A·汉德森(等)著《精益企业》企业管理出版社2005年出版
[19] (日)守谷雄司(等)著《提高效率》北京大学出版社2005年出版
[20] (日)今井正明著《现场改善—低成本管理方法》机械工业出版社2006年出版
[21]上海质量管理科学研究院著《质量竞争力》中国标准出版社2006年出版
[22]张驰(等)著《六西格玛实战》广东经济出版社2003年出版
[23] (美)史蒂夫·纽恩多夫著《六西格玛在项目管理中的应用》机械工业出版社2006年出版
[24]万成林《市场行情分析—理论、方法和操作》天津大学出版社1996年出版
[25]马旭晨《现代项目管理评估》机械工业出版社2007年出版
[26]屈援《市场预测与决策》经济科学出版社2007年出版
[27]韦克俭《应用经济学教程》清华大学出版社2007年出版
[28]陈文华消费心理与营销对策》中国国际广播出版社2002年出版
[29]邰苎、荆林波《消费心理理论与实务》中央广播电视大学出版社2000年出版