Analysis And Optimization Of Commercial LCD TV Marketing Strategy Of S Company

With the deepening of reform and opening-up,Chinese economic development level has also made remarkable achievements.At the same time,China’s urbanization level is also rising.The high concentration of population brings the rapid development of Commerce and service industry,and puts forward higher requirements for the way of information transmission.In this thesis,commercial LCD TV,as a high-tech and modern display equipment,has also ushered in a good opportunity for vigorous development.Commercial LCD TV is widely used in hotel,conference room,retail,and other industries.In different industries,the development trends and requirements for product characteristics are not the same.The market shows a trend of alienation growth,and the market prospect is pretty good.As one of Fortune 500 enterprises headquartered in Japan,S company has entered the Chinese market since the early days of reform and opening-up.By inventing many products that led the era,and a stable business strategy,s company has formed a good brand image in the eyes of Chinese consumers.The introduction of commercial LCD TV products into the Chinese market is part of the global product strategy of S company.However,after the products were put on the Chinese market for a period,there was no excellent performance in the market as in other countries,and the market share,sales amount and profit could not meet the requirements from headquarter.There are not only external factors such as economic development level,industrial chain pattern and industrial competitive environment,but also internal factors such as market positioning and strategy combination.Taking S company as the research object,this thesis comprehensively uses the theories and research methods of Michael Porter’s Five Forces Model,SWOT,STP,4P,to explore the value chain and industry competition of commercial LCD TV market,summarizes the internal basic situation,resources,capabilities of S company,and establishes SWOT matrix.Analyzes the market positioning and selection,problems in products,prices,channels as well as promotion and the reasons behind them.Combines with the objectives of S company’s marketing strategy,establishes the principles of adjusting measures to local conditions and the unity of objectives and plans;Carries out market segmentation and selection for target industries such as hotel,conference room and retail,and clarify the market positioning;Strengthens brand building and recognition of customers in the field of commercial equipment;Improves the products locally,or improve the competitiveness of the products through accessories,software and application solutions;Adopts differentiated pricing strategy for high and low product lineup and cultivate star products;Enhances the depth,breadth,professionalism,loyalty and attention of channels,brings multi-channel into unified management,and pays attention to the role of e-commerce platform;strengthens promotion,and carries out diversified means to attract attention in the market;Strengthens the work of human resources,organization,finance,service and operation as well as sales compliance management,so as to provide guarantee for the smooth implementation of marketing strategy.