Study On TCL Business Co.,Ltd Marketing Strategy

After experiencing more than thirty years of reform and opening up development,the process of marketization of China moved rapidly,more and more group-oriented enterprises were founded.For the subsidiary and branch of such group enterprise,it can get development opportunities based on group's brand and resource advantage.On the other hand,it also faces enormous challenges and pressures because of "The Red Sea market".Basing on TCL Group's accumulated in the field of TV display technology,business and channel resources,In order to expand company's product to commercial display industry to meet more business customers,to achieve more target market of commercial display TCL Business Information Technology(Huizhou)Co.,Ltd.were founded.Advantages in the use of the Group,it achieved rapid expansion.But due to the excessive dependence Enterprise Group and its strategy,it also lost a lot of best development opportunities of industry and market.Thus,in the face of increasingly fierce market competition,how to achieve further development of enterprises through marketing strategic positioning,has become an important issue currently facing the survival and development of enterprises.In this paper,the writer takes TCL Business Information Technology(Huizhou)Co.,Ltd.as the object of study,based on the theory of marketing strategy management,by deeply analysing the company's external environment and internal resource,summed up its opportunity and threats,strengths and weaknesses,and presents the company's strategic options possible;then,through market segmentation to determine a reasonable target market,and market positioning.Meanwhile,make a detailed,operational plan of marketing development strategy,from product marketing design,agent channel planning,pricing system design,services design,large customer strategy and brand planning.And to provide a reference mode for the companies which has similar background.