Research On Rapid Expansion Strategy Of BOE

BOE is the China largest optical display technologies, products and solutions provider. In2003, BOE became China’s first LCD panel manufacturing company by acquiring HYDIS, a South Korea based company. From2009BOE was and is conducting a rapid expansion strategy, which not only helped BOE become a leader in domestic LCD industry but also surprised the industry by the successful implementation of rapid expansion strategy.There are seven chapters in this paper. Background and study method were introduced preferentially. Then we analyzed BOE’s external situation with PEST, Michael Porter’s Five Forces Model and its internal situation in LCD industry. In the next, SWOT matrix was built to find out different strategy plan and it comes out the S-O strategic positioning of rapid expansion as:fully leveraging and understanding China positive macro policy environment, massive market demand situation and fast technologies and industries development opportunities; taking a deep position in the next generation display technologies by rapid manufacturing capacity and product portfolio growth to be competitive with global leading companies and by more technology, research and development investment. Based on above S-O strategy we developed a strategy planning for BOE general strategy decomposition. The support measure was also provided. Finally we made a summary and conclusion.By BOE development history, especially rapid expansion during the past five years, this paper carried out a detailed analysis and study of theory with practice on BOE, and completed a detailed analysis of the strategy for BOE and other similar manufactures’ rapid expansion. These analysis and conclusions will be a good reference for other local BOE-like companies.