The LG Company IPS Screen Technology Innovative Marketing

Brand has significant meaning to an enterprise, to establish a good brand will realize consumer awareness of enterprise technology and products, and also build consumer trust in the enterprise.In the "father of modern marketing," Philip Kotler and B2B branding expert, the China Europe International Business School Associate Professor of Marketing pfoertsch's mind, the brand is only suitable for consumer goods industry, not for B2B industry. It's a big misunderstanding of brands.Strategy Master Michael. Porter's classic five forces model tell us, enterprises must establish a competitive advantage to gain bargaining power in the industrial chain, to fight the initiative. In many cases, the game between the upstream and downstream industry chain enterprises is that who is closer to the market and consumers, and then who will come to have more initiative. However, low awareness of brands and lack of influence on the final consumer, are the difficulties that the most B2B enterprises in the top industry chain are facing. When Apple sold an IPAD 499 U.S. to a customer, and manufacturers IPAD-Foxconn, the world's largest foundry earns in less than 10 dollars as profit. It is the reality performance between the upstream and downstream business.Then, as a technology-based B2B company in upstream industry chain, what can it do to cross long industry chain to touch and move customers, and establish an easily identifiable, strong brand? LG Display Corporation (hereinafter referred to as LG) and its hard-screen examples of IPS, or can be used as reference.This case is going to study LG, IPS screen innovative marketing, combine with marketing real case, analyze promotion achievement result, to prove classical marketing theory. Understanding how the back-end technology based enterprises in marketing innovation, from scratch, step by step onto the brand rise to power, make hard-screen becoming the most important technical indicator as customers buy LCD TVs. It changes the competition pattern in LCD TV industry, the background of the upstream industry enterprises begin to have more right to speak. The road of establish LG IPS screen brand, provides an outstanding demonstration to other B2B brands.