Long Rainbow Projector Development Strategy Research

As a new type of display model, Projector used from the professional venues to theordinary office spaces, becomes more and more familiar to people. Scope ofapplication is also slowly developming from the professional application to routineusing. Market scale is gradually expanding. With the rapid development of ITtechnology and information society changing, in recent years global projector marketgrowth momentum is powerful, compound annual growth rate of more than20%.While China has grown to be the world’s largest single projector market,2011Chineseprojector market sales reached a record1.658million, the huge Chinese projectormarket attracts global projector manufacturers scrambled to grab market share, whilethe domestic projector brand manufacturers in the multinational companies withmarket competition at a disadvantage.Changhong was founded as the predecessor of a production radar militaryenterprise in1958. Since the begining of the produced black and white TVs in1973,with the Chinese color TV industry’s rapid growth in domestic and international,Changhong has made brilliant achievements in the color TV market. With thetechnology and market accumulation, Changhong joined into the rear projectiontelevision market in1998, and became the rear project TV maket’s king with rapidgrowth in China. Because of the rear project TV market gradually recession in2006,Changhong turned into the related projector market. Comparede with the color TVmarket that Changhong familiar, the projector market is very different, Changhongprojector did not achieve a dominant position in the domestic projector market, notmatch the position that Changhong gotten in the appliance industry.From the familiar to new industry, how to find the key to the success of the industry,the use of their own advantages to adapt to development of the industry, so as toachieve the advantage position in competition, it is every enterprise development intonot familiar with the industry has to face the strategic problem. Through the analysis ofthe development strategy of Changhong projector, to face similar problems ofenterprises can also provide good reference. This paper uses PEST environmental analysis tool, Potter model, industry valuechain analysis, the Changhong projector external macroeconomic environment, marketcompetition, value chain core profit zone made comprehensive analysis, find out thekey success factors. Combined projection internal value chain analysis to identify thecore resources of enterprises, on the basis of this, through the SWOT modelsystematically draw rainbow projector development strategy, and the focus of themarketing strategy and technology strategy are described and suggestions. Inconclusion, the Changhong projector will need to focus resources on the projectprojector and home projector market segments, to strengthen the whole circuit,software and thermal development capability, particularly in the key device machineslink to strengthen cooperation, use of long rainbow of its own technical strength andhome appliance the successful experience of the market, seize the developmentopportunity and universal HD projector for laser display the core componenttechnology upgrade opportunity, the integration of domestic projector industry chainresources, in the projector market to make the brand influence, the first to develop theChinese market, eventually expand overseas market, in order to find a suitabledomestic projector brand the development road of the enterprise.