Marketing Strategy Problems And Improvement Countermeasures Of CZ LCD Display Company

In recent years,under the active support of the government,the "new display industry" has made great progress as one of the emerging strategic industries supported by the Chinese government.A large number of high-tech enterprises with high growth,such as BOE,Huaxing Optoelectronics,and Shentian Ma,are all hatched in this new strategic industry.It is also the result of China’s development in the liquid crystal display industry.In addition to the rapid development of local enterprises in China,in the context of global manufacturing division and China’s reform and opening up,overseas capital such as South Korea’s Samsung,Taiwan’s China British Tube and other outstanding enterprises in our investment and construction of the factory is also a technology for China’s liquid crystal display industry.The transfer has had a positive effect.At present,China’s liquid crystal display industry is experiencing capacity expansion,shipment increase and technology upgrade stage.The Liquid Crystal Display Module(LCM)is an industry that is heavily influenced by resources.It belongs to a semi-finished product processing industry.The liquid crystal glass(LCD)produced by the original liquid crystal factory is bound to a chip(IC)plus a flexible circuit board(FPC)and a backlight(BLD)to form a liquid crystal display module.The liquid crystal display module factories in the industry all exist in this processing mode.At present,there are more than 500 module manufacturers on the market.The competition in the industry is very fierce and quite fierce.Enterprises are constantly withdrawing from the market,and new companies are entering the market.In such an environment,what kind of sales strategy should LCD display module companies use to gain a foothold?This paper takes CZ liquid crystal display company as an example to study.Using 4P theory,it first analyzes the existing sales model of CZ liquid crystal display company,points out the advantages and disadvantages of the existing sales model,combined with the actual situation of CZ company,using SWOT tool analysis.CZ’s internal environment,external environment,industry environment and competitive environment.It is pointed out that the biggest problem facing CZ companies at present is that the growth rate of sales is not only unable to grow,but also has a downward trend.Next,the reasons for this phenomenon are analyzed.There are five reasons: one is the market positioning problem,the other is that the product is too single,the third is the propaganda strategy,the fourth is the channel structure is unreasonable,the fifth is the marketing organization problem,and the sixth is the customer too.Over concentrated.For the CZ company,these problems combined with STP analysis method clearly pointed out the market segmentation of CZ company,select the target market and market positioning.After determining the market positioning,we will use 4P marketing theory to make a more comprehensive marketing mix strategy for CZ LCD’s marketing.The corresponding marketing strategies are specifically discussed in terms of products,prices,channels and publicity.In addition,safeguards for implementing these strategies have been formulated to enable CZ companies to implement new market strategies smoothly.The ultimate goal of our research is to improve the marketing of CZ LCD,to maximize the profit of the company,and to enable CZ LCD to be sustainable in a very competitive environment.