An Empirical Study Of China's Color Tv Industry And Countermeasures

Color television industry in china developing continuously, has already get up to advanced level in the world. But, after an abnormal develop, the television industry enters a though complexion. So it is very important to combine quantitative analysis and qualitative analysis together, analyze the circumstance of our country color television industry, put forward an actually viable marketing suggestion, advance the development of color television industry healthy.This paper is divided into three parts. Firstly, overview the development of Color television industry in our country from market main body, market structure, market tide, market capability.Secondly, study the development of our country color television industry. One hand, the color television industry scale extends continuously, the market concentration degree rises quickly, on the other hand, the color television industry development exists many problems. In the product aspect: television product's core technique is operated by the foreign business enterprise; the CRT color television will soon be saturated, the additional value is lower and lower; In the price aspect: the price war from the end of 80's in last century continues up to now, which goes against the whole development of profession. In the promotion aspect: the factory houses and company's houses promotion means are similar, the contribution degree of promotion isn't high. In the place aspect: from the mode of place we can see, the television factories of the our country have no longer set up the marketing network by themselves, so they are more under the yoke of company's house, lack of the independent power. Through above analysis, discover that many televisions producer regard price war and promotion as the only measure, and regard them as " marketing", which lead to lower price continuously and compete hotly now; lead to reduce profit of TV producers and lack R &D funds to carry on the technique study and innovations over a long period of time. Finally, put forward an actually viable marketing suggestion to our country color television industry. Pay more attention to R&D and market research; pay attention to market investigation before pricing and design, study basic marketing index deeply; In order to emphasize factors in different times and zones, use AHP to analyze 4P synthetically, and so on.