Research On A Company’s LCD Marketing Strategies

Widely used in industries of energy, commerce, public security, transportation, communications and broadcasting, etc, LCD (Liquid Crystal Display) is playing a more ant more important role in video surveillance and commerce. Being in a stage of rapid growth, LCD market is changing the pattern of existing display splicing market. As a high-tech enterprise specializing in developing, selling and providing tiled large-screen displays and solutions, A Company determines to enter this market. Owing to differences of LCD business from A Company’s previous commercial operation mode for its principal businesses, A Company needs to develop new marketing strategies and carry out marketing activities to realize business objectives.To study Company A’s marketing strategies for LCD, this paper combines theories with practices by integrating marketing and related theories with A Company’s marketing practices. Based on the rules of "raising problems, analyzing problems and solving problems", it firstly puts forward A Company’s problems concerning its development of LCD marketing strategies and comprehensively analyzes its internal and external environment. The macro-environment of LCD businesses is analyzed by PEST analysis and industrial competition situation is examined by Porter’s Five Forces Analysis. Strengths and weaknesses as well as opportunities and strengths of LCD businesses are comprehensively analyzed by SWOT analysis. Then, cross analysis is conducted and it is proposed that A Company shall adopt growth strategies. Finally, STP analysis is performed, and marketing strategies are developed for A Company, including4P strategies concerning product, price, place and promotion.In this paper, following suggestions are put forward for A Company’s LCD marketing strategies.1. A Company shall apply differentiated marketing strategies and rapidly promote application programs for LCD display that other manufacturers can hardly implement, so as to provide customers with value-added services, integrate resources of industry chains and create competitive advantages.2. A Company shall be unique in building marketing teams, designing institutions and establishing team cultures to avoid impacts imposed by operation of LCD businesses because commercial operations differ between LCD businesses and B Company’s previous DLP businesses it got dedicated to.3. Importance shall be attached to following four aspects in marketing. Firstly, A Company shall take advantage of its R&D strength and industrial experience to develop distinct LCD. Secondly, it shall highlight the value rather than price of LCD. Thirdly, it shall place an emphasis on constructing co-existing channels by improving coverage of channels. Fourthly, promotion shall not be implemented like grasping the eyebrows and the beard all at once. A Company shall be good at applying various promotional methods such as "education" and "experience".