Research On The Marketing Strategy Of Boe Group

This article foucus on BOE Group and the liquid crystal display industry as the research object, combined with the theories and tools of marketing strategy research, carried out a detailed analysis of the status of corporate marketing, pointed out that the current major problem, and propose a new market strategy.First, it review the BOE’s development course and Prospectson the liquid crystal display industry,point out that technical factors and demand factors drive the development of the TFT-LCD industry, discusses industry competition pattern and major competitors; then reviewed the history of the development of the BOE Group, summed up the BOE in the early stages of development and medium-term marketing strategy pros and cons.On this basis, based on the BOE Group’s effective use of the PEST, five forces model and SWOT analysis tools for further analysis of the development of the company’s internal and external environment, advantages and disadvantages, and draw the key factors affecting the development of enterprises and the deep-seated reasons.Finally, this paper the use of industrial marketing theory and composition tools, and guidance of the theory of relationship marketing4R market further broken down and reposition draw BOE Group’s future development of differentiated products and market positioning strategy, customer strategy, as well as the corresponding product strategy, pricing strategy, distribution strategy, promotion strategy.