Research On LCD Marketing Strategy Of W Company

Along with the rapid development of new type display technology, especially wide application of LCD terminal technology in recent years, LCD industry mushrooms all over the world, and has become one of the most potential industries in the future. Domestics enterprises, under the care and support of government, is actively marching in LCD field. In the context of rapid economic globalization and integration, LCD industry shows a new trend of development:former three-party (Japan, South Korea and Taiwan) monopoly pattern in LCD industry has moved to Chinese mainland, which has become an important and integral part in global market. By way of establishing joint production line with said three parties, China introduced advanced technology and management experience, at the same time, provided low labor force and rich resource. In consideration of low technology content, small scale and almost blank high-end industry chain in LCD industry, China still faces capital and technology problems on the development of LCD industry.In recent years, commercial LCD has shown booming development in such fields as finance, government enterprise, mining security, urban environment, weather, maritime and flood prevention, airport, underground flight display, power generation, military commanding, monitor, advertisement media, finance, hotel and so on. Due to different client requirements, different application conditions and use cycles, we shall offer tailored products and corresponding product solutions or supporting equipments. Consequently, this business shall be client-oriented rather than product-oriented.Over 10 years of development, W company has become a comprehensive high-tech enterprise integrating product sales, technology service, system integration and software development of flat-panel display and TV set. In the face of immense market potential and outlook of commercial LCD, W company has adjusted its core business towards production and sales of large screen LCD, which remains emerging and immature market, and faces deficient research on marketing strategy. As a result, the thesis will focus on such research.