Research On Changhong Display Sales Strategies

In 2022,the PC display shipments in China reached 25.83 million units,making China the second largest market for displays in the world,accounting for 21% of the global demand.As consumer demand for high-quality displays continues to rise and online entertainment and education demand increases due to the COVID-19 pandemic,the number of display users in China is rapidly expanding.To take advantage of this opportunity,Changhong has expanded its product line to include displays,targeting mid-range users with a cost-effective strategy.While Changhong has improved its brand value and competitiveness in the display consumer market over the past four years,sales volume and market share have not significantly increased.This article analyzes the marketing environment of Changhong’s displays comprehensively using various research methods,including literature research,comparative research,and data analysis,with the 4Ps marketing strategy theory as the core.Using tools such as STP,PEST,Porter’s Five Forces model,and SWOT theory,it was found that Changhong’s current marketing strategy has the following issues:insufficient market segmentation,unfocused target market selection,mass-market product positioning,severe product homogeneity,low-price strategy,and a single channel and promotion strategy.Particularly in the era of new media,insufficient investment in content platforms such as Douyin and Xiaohongshu has become one of the important factors affecting the sales of Changhong’s displays.Based on the changes in the technology development of the display industry and the trend of online and offline channels,as well as changes in consumer demand and behavior in the e-commerce environment,this article proposes improvement suggestions for Changhong’s current marketing strategy.These suggestions include launching a differentiated display product for the vacant segmentation market called "Changhong Free Screen," enhancing the product value with unique features,scenes,and concepts,focusing on and expanding new media channel strategies for targeted user groups to help Changhong improve its sales situation and increase market share.