Research On The Pricing Strategy Of X Company's OLED Microdisplay

With the development of OLED technology and the strong support of the country for OLED display industry,the demand of OLED display market continues to grow.In the fierce market competition environment,if an enterprise wants to stabilize its existing market share or expand its market share in the new market,it needs to strengthen its understanding of the supply and demand of the target market,consumers’ preference,competitors and other situations according to its own actual situation,and timely adjust its development strategy.At present,the major OLED display manufacturers at home and abroad through product performance upgrading,continuous improvement of the process,improve yield,reduce costs,so as to develop a reasonable price strategy according to the company’s costs to compete for the market.How to quickly open up market sales,occupy market share,satisfy customers’ preferences and win customers’ trust has become a serious problem faced by OLED display manufacturers.For X company,it is necessary to establish a price system suitable for its own company if it wants to gain an advantage in the fierce OLED display industry competition.How to formulate a reasonable price system has always been the main problem faced by enterprises in the competition.This paper systematically expounds the pricing method based on cost,demand and competition as well as the strategy theory of new products,series products and differentiated pricing.Based on the operating background of X company and the problems existing in the current price system,this paper proposes a differentiated pricing strategy for OLED microdisplays suitable for X company,that is,different pricing strategies are adopted according to different demands of the target market,different series of products and different customers.At the same time,we should fully consider the various stages of the product life cycle,the market position of the product,the supply and demand situation,the competition status,etc.,and timely adjust the company’s price strategy,so that the enterprise can remain invincible in the fierce market competition.