格力的五力分析英文
ManagementDate:To:From:Number: Subject: GreeContent1. Introduction (3)2. Five force analysis (5)3. Innovation (9)4. Conclusion (10)1. Company introductionGREE ELECTRIC APPLIANCES, INC. OF ZHUHAI was established in 1991, is the world’s largest specialized air-conditioning enterprise that includes R & D, production, sales. Gree air conditioning industry is the only “world famous” product in china.Its sales revenue is 42.032 billion Yuan, net profit is 1.967 billion Yuan. In 2009, total revenues and net profit both grow in contrarian, to realize an annual sales income of 42.637 billion Yuan in total, representing a slight increase of 1.04% over the same period last year; net profit is 2.913 billion Yuan, up 48.15% over the same period, Gree ensure that its net profit growth in cost control, technology innovation, great progress, year to maintain rapid and healthy good momentum of development.Gree air conditioners is the only "world famous" products in china, with operations in more than 100 countries and regions. Since 1995, Gree air-conditioning for 14 consecutive annual sales and market share is the first in Chinese air conditioning industry; since 2005, domestic air conditioning for 4 years production and sales ranked first in the world; In 2008, more than 88 million users worldwide.December 30, 2008, Gree With good brand image and brand vitality, crowned "the most competitive brand list" award, won universal praise of consumers.As a large-scale electrical air conditioning manufacturer that focuses on products, Gree Electric is committed to provide air conditioning products that have advanced technology and high quality for global consumers. It owns Zhuhai, Chongqing, Hefei, Brazil, Pakistan, Vietnam, 6 large production base, 40,000 employees. It includes 20categories, 400 series, more than 7,000 varieties specifications of the products that fully meet the various needs of different consumer groups; has nearly 2,000 patents, independent research and development of GMV delayed digital multi-joint multi-unit, centrifugal large central air conditioning, G-Matrik DC inverter air conditioner and other series of high technology products to fill the gap in the country and break the monopoly of refrigeration technology of U.S. and Japanese ,it becomes a model form "Made in China" to "R&D in China" and has won wide popularity and influence in the international arena. Looking to the future, Gree will adhere to the" self-development, independent innovation, its own brand " in order to "create the world's leading air conditioning companies, achievements Gree brand in the world for centuries" to make a contribution to "R&D in China".2. Five Forces Analysis2.1Threat of new entrants(1) Economies of scale: In recent years, major air conditioning manufacturers continue through mergers, acquisitions, partnerships, etc., have expanded the scale of production through economies of scale, reduce production costs. Therefore, the existence of economies of scale is in the industry.(2) Product differentiation: On the one hand, the world's air conditioning industry after decades of development, the technological gap between transnational corporations have been getting smaller and smaller, tend to homogeneity; the other hand, air-conditioning business in China after ten years’ development, although compared with multinational corporations, there are still a wide gap between technology, domestic enterprises,especially the "first group" within the technology gap is getting smaller and smaller, also showed a homogeneous trend. Visible, the product differentiation is not great. (3) Capital requirements: The production of air-conditioning, for technology, plant and other types of software, hardware requirements are relatively high, and because of the existence of economies of scale, making other companies entering the air conditioner market, only investment in large-scale production lines can be allowed to trade close to the original production costs. Therefore, the industry's capital requirement is relatively high.(4) Access to distribution channels:From a national perspective, the current air-conditioned department store business has basically faded, large chain of distribution channels has become the main force of air conditioning. The new entrant wants to persuade supermarkets to sell their products is very difficult. Therefore, the difficulties of new entrants are big in the sales channels.It can be seen from above, the threat of new entrants is not great.2.2 Bargaining power of suppliersFirst look at parts suppliers, domestic suppliers are many and scattered, low bargaining power. But in the last two years , raw material was been influenced by the raw material market supply capacity and price fluctuations, substantial growth in demand for raw materials, causing global supply and demand imbalance, steel, copper, aluminum, energy supply, price increases, the compressor industry, sell very well, across the board soared. Raw materials and key parts of the supply lead to the upstreamsupply channels enterprises scramble competition. In order to obtain a competitive advantage, air-conditioning companies strengthen the integration of upstream resources. Overall, the bargaining power of suppliers is not very strong.2.3 Bargaining power of BuyerFrom a consumer point of view, an adequate supply of household electrical appliances market, sales of home appliances has entered the buyer's market, consumers have many choices and bargaining power. To attract customers, the household electrical appliance enterprises reduce prices competitively. The managers use service level to measure sales performance, these levels are often used to determine the distribution of licensing opportunities, get advertising dollars and the criteria of other economic benefits.In addition, the Chinese appliance market has grown from a single model into today's retail chain business model for the diversification of the marketing network. So the seller must take into account the bargaining power of retail chains. Supermarkets such as Gome, Suning, Yongle, etc., may rely on their concentration effect, requiring appliance manufacturers to pay high costs of goods shelves, or even business anniversary fees, festival fees.Thus, the buyer's bargaining power is very strong.2.4 The threat of substitutesFans and other substitutes, alternative is not strong, basically non-existent threat.2.5 Competitive rivalryGree's biggest rival is the Midea, the diversification strategy of "power" of Midea began to appear in recent years, the Midea get a remarkable achievement that is a threat to the status of Gree.In addition, Haier, Samsung, Hisense, Haier is also a competitor, the competitiveness between Gree and Haier is mainly in air conditioning.Chinese home appliance industry after years of rapid development, the continuous rise of home appliance enterprises, technology continues to improve. Home appliance enterprises generally set off a wave of industrial upgrading in recent years. As the policy of "home appliances go to the rural" to stimulate the industry growth has accelerated, so that there is bitter competition for home appliance industry.As the RMB exchange rate rise, labor costs rise sharply and the overall rising factor costs and other reasons, will inevitably lead to rise in fixed costs of home appliances industry, the enterprise in order to reduce fixed costs per unit,Increase production and lower price that cause the risk of a price war and the competition of home appliances industry.It can be seen from above, the Air conditioning industry is competitive vehemently, air conditioning industry after 20 years of development and has been change from original era of profiteering to the current era of little profit.3.InnovationSince reform and open policy, China rely on a large number of attracting foreign investment, introduce advanced technology and management experience that are strong impetus to the economic development. However, as the core technology the hands of others, most companies rely on cheap labor and number of resources consumption to participate in international competition. The international financial crisis results in a large number of business failures.The crisis has also given us a revelation that is to accelerate the speed of technology development, increase investment in independent innovation, and strengthen the change from “Made in China” to “R&D in China”. This is related to the vital interests of consumers, related to the survival and development, related to the future of Chinese economy and lives for the better. Facts have proved that without “R&D in china”, Chinese companies have no way, Chinese economy have no way.Gree as a leading air conditioning industry believes that one who has mastered the core technology, who will be able to be in an invincible position in an invincible position. Gree has never stopped pursuing the core technology.Since 1996, Gree entered the central air conditioning area, relying on independent innovation to break the technological monopoly of American and Japan. Looking back on the road of independent innovation, Gree through every step of the amazing impressed ...Initially, less than two years Gree overcomes "multi-Union Central Air Conditioning" technology that cost 16 years of Japan. Today, Gree developed in the field performance of the second generation of technology has exceeded internationalstandards. Then Chinese first centrifugal chillers come out in Gree Electric Appliances, completely breaking the monopoly of the U.S. and ending the history of the United States dominate the world.Inverter air conditioner is the most eye-catching in this year, Gree always put the "most suitable for consumers' concept first, the current frequency has reached 15HZ. Recently, Gree use strong R&D to list 6HZ inverter air conditioner and is named "Moon Goddess", not only in comfort on the go one step ,but also energy saving reach the limit, Only consume 80 watts With similar energy consumption of a light bulb. As the concept of "living to the art of moving", Gree introduced the "King only" series.4. Conclusion4.1 Though the Gree’s analysis of innovation, I realize that the importance of innovation. Innovation is a new era of advance passes, is a national and even national survival of the soul and is necessary quality that to become high quality professionals. Therefore, we shouldn’t ignore the importance of innovation. Through the analysis of five forces of Gree, recognizing five forces have a profound impact to draw up corporate strategy. It Used for the analysis of competitive strategy, can effectively analyze the competitive environment for customers.4.2 Gree’s vision is to become the world's leading air conditioning companies and achieved Gree brand in the world for centuries.。
五力模型 英语
The Five Forces Model in English and ChineseThe Five Forces Model, also known as Porter's Five Forces, is a framework used in business strategy analysis to evaluate the competitiveness of an industry. Developed by Michael Porter of the Harvard Business School, it helps companies understand the industry's profitability and attractiveness.Here are the five forces in the model:Bargaining Power of Suppliers: This force considers the suppliers' ability to raise prices or reduce the quality of goods and services without facing significant competition from other suppliers. High supplier power can reduce profitability for companies in the industry.Bargaining Power of Buyers: This force looks at buyers' ability to force prices down or demand better quality and service. Strong buyer power can lead to decreased profits for companies. Threat of New Entrants: This force examines the ease with which new companies can enter the market and compete. High barriers to entry, such as capital requirements, technology, or brand recognition, can protect incumbent companies from competition.Threat of Substitutes: This force considers the availability of alternative products or services that can replace those offered by companies in the industry. High substitution potential can limit pricing power and profitability.Competitive Rivalry: This force assesses the intensity of competition among existing companies in the industry. High levels of competition can erode profits and make it difficult for companies to differentiate themselves.By analyzing these five forces, companies can gain insights into the attractiveness and profitability of their industry and develop strategies to compete effectively.五力模型，也称为波特五力模型，是一种用于商业战略分析的框架，用于评估一个行业的竞争力。
小米和格力的STP SWOT分析PPT课件
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格力的SWOT分析
•威胁（threats）： 1.电子商务快速发展 2.激烈竞争导致行业利润下降 3.专业家电连锁发展迅猛
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格力战略综合分析
• 首先，通过以上分析发现，格力是一个空调行业 的领导型品牌，使得格力空调在主导市场价格上 有主动权，有能力对抗其他品牌带来的竞争。
• 格力还需要优化其内部管理模式，进一步巩固其 市场领导者地位。
STP战略分析
市场细分（Segmentation） 市场定位（Positioning）
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小米的 STP 战略分析
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一、市场细分
地理因素
小米系列手机因其价格低廉，适合中国的大部分地 区，但在不同的 地区也有不同的策略
人口因素
1：小米手机在年龄层适合于18~25年轻人购买。 2：在性别方面，小米的发烧级性能更适合男性 使用 3：小米手机以其不满2000元的价格，对于收入 不是过低的群体， 都可以接受。 4：比较适合年轻人，一般来讲学生和文化程度 较高的上班族会选 择小米手机
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三、市场定位
高科技、新产品定位 中低端产品定位
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小米战略综合分析
• 提高生产力，拓展渠道销售 • 坚持技术创新，维持价格优势 • 增加全国售后服务点，开发小米周边产品 • 扩大品牌的宣传 • 注重客户反馈，多做市场调研，及时解决客户问
题，树立良好的品牌形象
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小米与格力的SWOT分析
•优势（strengths）： 1.管理团队强大——小米团队（明星团队） 2.产品配置高，性价比高 3.网络直销，节省实体成本 4.国际合作的优势 5.MIUI界面适合国人使用
five-model 五力模型
五力分析模型所谓产业，指的是一群产品替代性极高的公司所成的集合；在这一群公司中，为了产品销售与利益彼此争夺，因而形成了竞争，但产业内的竞争不仅限于既有参与者，还需要考虑到环境的因素，这些因素包括了产业的规模、成长性、资金的需求、原料供应问题、客户、技术的变化、替代品的出现与潜在进入者等，这些因素之组成我们称之为产业结构，产业内任何一家公司在参与竞争的同时，必先了解产业结构，以了解产业之中是否存在超额利润及个别厂商的定位。
波特根据其多年产业的观察，将产业结构分成五种作用力，分别为「潜在进入者的威胁」、「替代品的威胁」、「客户议价力量」、「供货商议价力量」、「同业间的竞争」，对产业内所有公司而言，客户，供货商，替代品和潜在加入者，都是竞争者。
因此，若要了解产业结构，即可分析这五种作用力，我们称之为「五力分析」（如图）。
图、五力分析模型不同产业，决定其竞争及获利程度的「五力」来源各有不同，这五股竞争作用力加总起来，就可以决定产业竞争的激烈程度及获利多寡。
最强的一或数股作用力将主宰全局，变得非常重要，而不同的作用力，对不同的产业的竞争态势，份量也不同，分析者再进行产业结构分析时，要掌握到主要的作用力进行解析，并不需要每次进行产业结构分析时都要将五种作用力分别说明一次。
以下我们将五种作用力的内涵分别加以说明：潜在进入者的威胁：当产业有超额利润，就会引来新成员的加入，新的进入者会带来新产能，分食市场大饼，价钱不是愈杀愈低，就是既有公司的成本节节攀高，获利下降，因此，产业内的公司在彼此竞争的同时，也应防御潜在竞争者的进入。
潜在进入者威胁的强弱应视「进入障碍」与「原有竞争者反应程度」而定。
「进入障碍」通常有以下几种：规模经济（economies of scale）：系指某一产品在某段期间内绝对数量增加时，单位成本下降的现象。
潜在进入者初期进入市场无法拥有较高的市场占有率，因此产生较高的生产成本，无法在生产成本上与已具规模经济的现有厂商竞争。
基于波特五力模型的格力竞争力分析
基于波特五力模型的格力分析分析竞争力争力分力竞争的格力格力竞本文以迈克尔·波特的五力竞争模型为分析工具，从新进入者威胁、替代品威胁、买方和供应商威胁、同业竞争对手威胁等五大方面全面分析了格力在现在空调行业所面临的竞争和挑战，根据格力所面对的问题得出结论，通过三种渠道来解决问题和稳固格力在业内的地位。
一、波特的争力理理论力理论竞争力特的企业竞争的业企业竞迈克尔·波特于20世纪80年代在其经典名著《竞争战略》中提出了行业结构分析模型，即著名的五力模型：“在任何行业，无论是本地企业还是国际企业，无论是生产产品还是提供服务，竞争的规则总是以五种竞争力量的形式出现的。
”在书中，波特借鉴产业经济学中的S－C－P模型，建立了分析影响行业盈利性的各种经济因素，并将多种经济因素归结为五种力量。
这五种竞争驱动力量是：新进入者的威胁、替代品的威胁、买方讨价还价的力量、供应者讨价还价的能力、现在竞争对手的对抗能力。
如图一。
新进入者是潜在的竞争对手，所以不能小觑，他们的进入会加剧行业内的竞争，降低行业利润。
当然每个行业都有进入壁垒，进入壁垒是结构性的进入障碍，由行业结构特征决定。
常见的进入壁垒有规模经济、产品差异、资源要求、成本优势和政府管制。
替代品是以另外的方式满足顾客相近的需求。
替代品的威胁程度主要有三个方面：替代品在价格上是否有竞争优势；替代品在品质和性能上能否等于或大于类似产品给顾客的满意度；购买者的转换成本的高低。
买方的竞争手段是通过压低价格、要求较高质量的产品里实现的，并从竞争者对立的状态中获利。
行业购买者有较大威胁具有以下三点特征：（1）购买者数量少，购买数量大；（2）购买者所取得的利润很低；（3）购买者后向一体化威胁大。
供应商是一个企业生产经营所需投入品的提供者，其议价力量会影响产业的竞争程度。
为获得供应商的所有权和控制权，企业可能采用后向一体化战略。
供应方想要在生产商中拥有议价的优势，需要具备以下特征：其产业由几个企业支配，且集中化程度比买方产业高、供应商的产品是买方业务的主要投入品、供应商在向某行业销售中不需要与替代品竞争。
五力分析
Five forces model analysis Internet applianceindustry网络、通信和信息技术的突破性进展，互联网在人们的生活中的影响越来越大，使得人们的生活方式得以改变。
Network, communications and information technology breakthroughs, increasing the impact of the Internet in people's lives, people's way of life can be changed.它快速的成长带给我国产业环境影响的深度和广度其中我们以家电行业为例来分析互联网对产业环境的影响。
Its rapid growth brings the depth and breadth of the environmental impact of China's industrial appliance industry as an example to analyze the impact of the Internet on the industry environment.一、供应商的议价能力First, the bargaining power of suppliers生产家电的原材料价格不稳定，家电生产商为了获得更多的利润可能会提价或降低质量。
Instability of prices of raw materials for the production of home appliances, home appliance manufacturer in order to get more profit may raise prices or reduce quality.但提价会减弱自己的行业竞争力和失去部分的市场份额，因此生产商尽量会减少成本，向供货商施压。
竞争战略之父迈克尔·波特在教材中5个模型的总结五力模型一
竞争战略之父：迈克尔·波特在教材中5个模型的总结一、“五力”模型（一）五力分别是：（1）行业新进入者的威胁（Potential Entry of New Competitors）；（2）替代品的威胁（The threat of Substitutes Products）；（3）购买商的议价能力（Bargaining Power of Buyer）；（4）供应商的议价能力（Bargaining Power of Supplier ）；（5）同业竞争者的竞争强度。
（The intensity of rivalry Among Competing Firm）（二）五力模型的分析方法1.新进入者的威胁：2.供应商的议价能力：（1）供货商的威胁手段有两类，一是提高供应价格，二是降低供应产品或服务的质量。
3.购买商的议价能力：（1）购买商：要求降低产品价格，要求高质量的产品和更多的优质服务（2）在下列情况下，购买商的议价能力较强4.替代产品的威胁：（1）替代产品是指可由其它产业生产的产品或提供的服务，它们具有的功能大致与现有产品或服务的功能相似，可满足消费者同样的需求。
（2）替代品通过以下方面来影响一个行业的赢利性：设置价格上限、改变需求量和迫使企业投入更多资金并提高其服务质量。
二、一般竞争战略（一）成本领先战略（三）集中化战略三、价值链模型迈克尔·波特把价值链定义为顾客愿意为企业提供的产品或服务支付的价格。
● 在分析企业竞争能力时应使用价值指标而不是成本指标。
● 价值可以用企业的总收入来衡量，也是企业销售其产品或服务的价格。
● 价值的概念要从消费者的角度来理解。
● 同一行业内的所有企业都拥有相近的价值链；● 价值链分析的目的在于找到给企业贡献最多增加值的活动，并且规划相应的战略进行改善。
四、国家竞争优势——钻石模型二十世纪90年代由波特教授提出，用于分析一个国家某种产业为什么会在国际上有较强的竞争力。
基于波特五力模型的格力竞争力分析
基于波特五力模型的格力分析分析竞争力争力分力竞争的格力格力竞本文以迈克尔·波特的五力竞争模型为分析工具，从新进入者威胁、替代品威胁、买方和供应商威胁、同业竞争对手威胁等五大方面全面分析了格力在现在空调行业所面临的竞争和挑战，根据格力所面对的问题得出结论，通过三种渠道来解决问题和稳固格力在业内的地位。
一、波特的争力理理论力理论竞争力特的企业竞争的业企业竞迈克尔·波特于20世纪80年代在其经典名著《竞争战略》中提出了行业结构分析模型，即著名的五力模型：“在任何行业，无论是本地企业还是国际企业，无论是生产产品还是提供服务，竞争的规则总是以五种竞争力量的形式出现的。
”在书中，波特借鉴产业经济学中的S－C－P模型，建立了分析影响行业盈利性的各种经济因素，并将多种经济因素归结为五种力量。
这五种竞争驱动力量是：新进入者的威胁、替代品的威胁、买方讨价还价的力量、供应者讨价还价的能力、现在竞争对手的对抗能力。
如图一。
新进入者是潜在的竞争对手，所以不能小觑，他们的进入会加剧行业内的竞争，降低行业利润。
当然每个行业都有进入壁垒，进入壁垒是结构性的进入障碍，由行业结构特征决定。
常见的进入壁垒有规模经济、产品差异、资源要求、成本优势和政府管制。
替代品是以另外的方式满足顾客相近的需求。
替代品的威胁程度主要有三个方面：替代品在价格上是否有竞争优势；替代品在品质和性能上能否等于或大于类似产品给顾客的满意度；购买者的转换成本的高低。
买方的竞争手段是通过压低价格、要求较高质量的产品里实现的，并从竞争者对立的状态中获利。
行业购买者有较大威胁具有以下三点特征：（1）购买者数量少，购买数量大；（2）购买者所取得的利润很低；（3）购买者后向一体化威胁大。
供应商是一个企业生产经营所需投入品的提供者，其议价力量会影响产业的竞争程度。
为获得供应商的所有权和控制权，企业可能采用后向一体化战略。
供应方想要在生产商中拥有议价的优势，需要具备以下特征：其产业由几个企业支配，且集中化程度比买方产业高、供应商的产品是买方业务的主要投入品、供应商在向某行业销售中不需要与替代品竞争。
格力企业简介五力模型分析
创新的营销模式，95年格力空调 的产销量一举跃居全国同行第一。
发展历程
* 壮大阶段（抓市场、抓成本、抓规模） 2019～2019年，公司狠抓市场开拓，董明珠总
社会
消费者消费习惯向信用消费，超前消费转变。 消费者更加注重产品品牌和服务，且维权意识
有所增加。 人口老龄化严重，家庭结构规模出现变化。
经济
* 新兴发展中国家的空调市场需求上升，部分发达国家经济复苏使得空 调市场需求增加。在空调出口方面2019年全年突破4000万台。金融危 机的影响从今年1月开始已逐步消退，而且出口增速明显快于内销。
珠海格力电器股份有限公司
二、企业文化
企训 忠诚 友善 勤奋 进取 * 企魂 给消费者以精品和满意，给创业者
以机会和发展，给投资者以业绩 和回报。 企略 运用双赢智慧寻求发展空间，实施 规范管理激活创新机制，容纳多 种声音构筑和谐环境，追求个人 梦想创造格力奇迹。
三、企业愿景与使命
愿景：缔造全球领先的空调企业，成就格 力百年的世界品牌。
第四组
格力电器
一
二
三
四
格力简介
格力企业文化
格力企业愿景 与使命
格力企业 发展历程
五
六
七
八
外部环境分析 产业竞争分析 战略集团分析
2
一、企业简介
* 成立于1991年的珠海格力电器股份有限公司是目前全球最大的 集研发、生产、销售、服务于一体的专业化空调企业，2019年 实现销售收入608.07亿元，实现净利润42.76亿元。连续9年上榜 美国《财富》杂志“中国上市公司100强”。日前，“2019年度中 国市场商品销售统计结果新闻发布会”在北京举行。根据中国 商业联合会、中华全国商业信息中心2019年监测统计数据显示， 格力电器代表民族品牌空调行业荣获“2019年市场综合占有率 名列同类品牌第一位”。这也是格力空调自2019年起连续16年 产销量位居中国空调行业第一。
格力战略分析分析
2013-12-31 8.18 31.43 9.07 10.34 9.22 31.43 11.5 32.24
盈利能力分析 格力
2012-12-31 6.92 25.7 7.72 8.08 7.5 27.59 10.39 26.29
美的 2013-12-31
8.56 22.77 8.99 7.71 6.86 16.19 18.93 23.28
产品开发：格力产品开发的最在特点是一切以 市场为导向，适应市场需求，同时根据未来市 场发展趋势创造市场，在适应市场需求方面， 格力先后开发出“空调王”——制冷效果最好 的空调器；“冷静王”——噪音最低的空调器； “三匹窗机”——最便宜的空调器。在创造市 场方面，格力先后开发出适用于酒吧饭店用的 灯箱柜式空调；适用于三室一厅的家用灯箱柜 机；三匹壁挂机、分体吊顶式空调、分体式天 井空调等。
根据机构产业在线空调行业调研来看，我国空调行业高度集中的态 势已经非常明显。另一方面，行业内的市场竞争方式逐渐转变，近年来 国内空调市场竞争从低层次的价格竞争逐渐转变为为满足不同需求的差 异化竞争。（价格战到差异战）
四、 SWOT分析
优势（Strengths)：
1：公司成立以来逐渐建设起以“实”为核心的“实、信、廉、 新、礼”的务实的企业文化
格力空调，是中国空调业唯一的“世界名牌”产品，业务遍及全 球100多个国家和地区。家用空调年产能超过6000万台(套)，商 用空调年产能550万台(套)；2005年至今，格力空调产销量连续 9年领跑全球，用户超过3亿。
格力电器致力于为全球消费者提供技术领先、品质卓越的空调产 品。
公司概况、使命及变革
技术环境
为了节能环保，开辟新能源利用，空调技术研究发展很快，公司坚持 推出对节能减排政策具有积极的促进作用的系列产品。
格力五力模型分析
格力五力模型分析编辑整理：尊敬的读者朋友们：这里是精品文档编辑中心，本文档内容是由我和我的同事精心编辑整理后发布的，发布之前我们对文中内容进行仔细校对，但是难免会有疏漏的地方，但是任然希望（格力五力模型分析）的内容能够给您的工作和学习带来便利。
同时也真诚的希望收到您的建议和反馈，这将是我们进步的源泉，前进的动力。
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一、公司概况珠海格力电器股份有限公司成立于1991年，是目前全球最大的集研发、生产、销售、格力标志服务于一体的专业化空调企业.格力电器旗下的“格力”品牌空调，是中国空调业唯一的“世界名牌”产品。
二、空调行业现状1、2012年国内空调销售量同比下滑根据上图显示2010冷年国内空调市场销售量同比增长23。
6％,销售额同比增长24。
4％；2011冷年，销售量同比增长为1.4%，销售额同比增长更达到15。
6％;而到了2012冷年,国内空调市场销售量同比下滑12.4%，销售额同比下滑8。
9％.与2011年相比，2012国内空调业全年12个月均出现负增长,不仅国内市场销售受阻，出口量同比也下降 2.9%，国内外市场的双重压力加速空调产业的调整和转型。
政策分析：2012年空调行业表现低于预期,政策性影响是相对主要原因.各种扩大消费政策的集中出台打破了经济运行的正常规律，造成短时间消费潜力集中释放,透支多年正常消费能力。
而且大量消费的提前实现给制造商或潜在进入者构成虚幻消费预期,形成新一轮的产能扩张,造成供求失衡。
宏观分析：宏观经济从快速增长进入平稳增长阶段、房地产市场的疲软,使得短期内市场缺乏新的增长点，导致空调销售下滑；其次，“以旧换新”和“节能补贴”等空调利好政策的阶段性退出，以及用工成本的上涨令空调产业承受了不少压力.2、国内空调市场已经基本被格力、海尔等几大品牌所占据从上图我们可以知道国内的空调市场已经被格力、海尔、美的所占据。