Changhong Flat TV Marketing Strategy Research

With the past three decade's development of the reform and opening up policy, the home appliance industry is regarded as the most perfect linking one with the world and, of course, the most competitive one. China's TV enterprise in the CRT era, during the price war against the transnational giants in the competition, became a growing worldwide appliance manufacture force that cannot be ignored. However, in 2010, as flat TV market become ever mature, foreign brands also began to use price war to compete with homebred brand. Because of the core technologies and cost advantages, it makes competition situation become increasingly complex in domestic flat television market. In this process, home appliances enterprises are facing a sense of unprecedented predicament:the trend of homogeneity marketing is more and more serious; price war is more competitive, enterprise profits are diluted, the whole household electrical appliance industry has to struggle to get the little marginal profit. To achieving the sustainable development, the domestic TV enterprises must foster strengths and circumvent weaknesses, looking for a new differentiated marketing way.Changhong, one of the earliest domestic manufacturers investing in color TV sets, has nearly 30 years of production experience. It is the only one flat TV enterprise in China that produces LCD and plasma at the same time. According to the statistics, though flat TV sales volumn is in the first place, Changhong still is busy coping with the increasingly fierce competition in recent years as well as the falling sales volumn. It seems that the king of traditional CRT televisions was faced with a difficult problem in the transformation to flat TV sets.This paper analyzed the characteristics and development trend of the flat TV sets market in this background. The author guided by the marketing theories, chooses Changhong's flat TV as the research object, and point out the problems of Changhong's flat TV marketing, then put forward with the suggestions and strategies. This paper aims to find a strategy which can expand market share and achieve fast and stable development. It is also of significance in directing the improvement of other enterprises.