The TCL Commercial Display Products Marketing Strategy Research

With the rapid development of economy, the competition among home appliance industry is becoming increasingly fierce, and the need of customers is more and more diversified and personalized, market share, market segmentation, marketing strategy is becoming more and more obvious. LCD group as the world famous brands of color TV and for 9 consecutive years won China’s color TV industry the first brand, in the fierce market competition to sustainable development, it is necessary to undertake an in-depth study of its product marketing strategy.In this paper, the TCL commercial display products marketing strategy as the research object, through the TCL commercial company’s products and target market segments, identify the market positioning, improve product line, adjust pricing, and then reduce production costs. Through the analysis of the existing marketing strategies, macro environment, micro environment, competition, enterprise development strategy, product segmentation and other aspects of TCL commercial company, the improvement measures are put forward. Using the contrast method, the TCL group and other outstanding enterprises and competitors are compared, and puts forward the marketing strategy for the development of their own enterprises. This strategy is very important for improving the company’s real environment, service process reengineering, optimizing the allocation of personnel, improving production efficiency and quality, and ultimately improve the overall competitiveness of the company in the industry.The main research methods include theoretical and practical methods, the marketing strategy, the theory of corporate development strategy, the paper uses SWOT analysis, STP strategy analysis,5P and 4C marketing theory, the product of TCL commercial company is subdivided, and put forward the marketing strategy for TCL commercial company.The conclusion of this paper is:TCL commercial display products want to survive in the increasingly competitive environment, we must learn from the successful experience of other companies, dare to break through, innovation, change the traditional home appliance marketing model, combined with the company’s own characteristics, in theory and practice as soon as possible to find suitable marketing strategy, and strong execution.