Research On Marketing Strategy Of Taiwan A Company’s Commercial Display Panel In Mainland China

With the development of technology and industry in the world,display panel technology has experienced a subversive revolution.In the 21st century,the booming of the mainland panel industry has actively promoted the development of the entire industry chain.At the same time,with the rapid development of technology,it has been widely used and the user experience has been improved.However,the new capacity is released intensively,but the growth rate of market demand is not as good as expected,which makes the market competition more intense and the industrial structure change.Based on the complex and changeable market environment of LCD panel industry,this thesis takes the marketing activities of Taiwan A company’s commercial display panel in Mainland China as the research object.It takes the marketing and strategic management theory as the basis,uses PEST and Michael Porter’s Five Forces Model to analyze the macro environment and industry competition environment of A company,and uses SWOT method to comprehensively analyze the opportunities,threats,strengths,weaknesses and optional marketing strategies faced by the company.Based on STP analysis,this thesis studies the positioning and market segmentation of the company in the mainland market.According to the research,the marketing situation of A company’s commercial display panel in Mainland China is still more opportunities than threats.The company’s positioning and market segmentation should be adjusted and optimized.It should seize the opportunity for Japanese companies to withdraw from the mainland’s high-end medical professional image display market,and take the lead in product replacement.At the same time,with the advantage of A company’s excellent model factory of intelligent manufacturing,it should enhance the popularity in the human-machine interface market of intelligent industrial equipment.For the selected target market,the marketing strategy combination should be made from the aspects of product,channel,price and promotion,and the implementation guarantee should be provided from the aspects of marketing organization,human resources,service quality and corporate image.