深圳TM公司LCD业务营销组合策略研究

发布时间：2018-08-02 13:13

【摘要】：液晶显示产业作为近几十年来发展起来的新兴产业成长迅速,液晶显示器(LCD)已经广泛应用于家用电器、平板电脑、通讯终端、仪器仪表、工业控制及汽车显示等领域。然而进入2015年,受整体经济系统影响国内液晶显示产业呈现出温和低速增长的态势,国内液晶显示企业的毛利率在整个产业链中逐渐降低,因此在整个产业竞争日益激烈的今天,深圳TM公司必须要准确地把握行业格局切换的时机,建立起符合行业发展趋势和当前市场环境的新的营销组合体系,有效细分市场,选择合适的目标市场,制定精准的营销策略,以促进TM公司在LCD市场的占有率进一步提升。本文以市场营销学中的STP理论为视角,对深圳TM公司LCD业务的营销组合策略进行了分析。通过对深圳TM公司LCD业务的宏观和微观营销环境进行分析,根据营销环境和SWOT分析结果,运用STP营销理论对深圳TM公司LCD业务进行了市场细分,选择合适的目标市场,并确定了深圳TM公司的市场定位。基于上述分析,运用营销组合理论设计了相应的实施策略:在产品策略方面,不断进行产品创新与技术提升,注重产品的创新性和科技性,提供更高质量的用户体验;在价格策略方面,实施竞争定价策略和分行业、产品的定价策略,获取重要市场,提高顾客让渡价值;在渠道策略方面,国内市场重点在于直销渠道的搭建,同时拓展新兴渠道,海外市场建设分销渠道;在促销策略方面,综合广告宣传、公共关系宣传、人员促销等多种促销方式强化品牌推广。最后根据深圳TM公司LCD业务的实际发展情况提出了一些营销组合策略的保障措施,促进营销策略的有效实施。本文选择深圳TM公司LCD业务作为研究对象,结合相关理论和深圳TM公司LCD业务实际发展情况进行分析,得出相应的营销策略,这些策略和保障措施对于深圳TM公司LCD业务的发展具有一定的现实意义,对于液晶显示行业中其他企业LCD业务发展也具有一定的理论意义。
[Abstract]:Liquid crystal display (LCD) industry has been developing rapidly in recent decades. Liquid crystal display (LCD) has been widely used in household appliances, tablets, communication terminals, instrumentation, industrial control and automobile display. However, in 2015, under the influence of the overall economic system, the domestic liquid crystal display industry showed a moderate and low growth trend, and the gross profit rate of domestic liquid crystal display enterprises gradually decreased in the entire industrial chain. Therefore, in today's increasingly competitive industry, Shenzhen TM Company must accurately grasp the opportunity of industry pattern switching, set up a new marketing mix system in line with the industry development trend and current market environment, and effectively subdivide the market. Select appropriate target market and develop accurate marketing strategy to promote TM's market share in LCD. From the perspective of STP theory in marketing, this paper analyzes the marketing mix strategy of LCD business of Shenzhen TM Company. By analyzing the macro and micro marketing environment of LCD business of Shenzhen TM Company, according to the results of marketing environment and SWOT analysis, this paper uses STP marketing theory to subdivide the LCD business of Shenzhen TM Company and select the appropriate target market. And determined the market positioning of Shenzhen TM Company. Based on the above analysis, the corresponding implementation strategies are designed by using the theory of marketing combination: in the aspect of product strategy, product innovation and technological upgrading are constantly carried out, and the innovation and technology of products are emphasized to provide a higher quality user experience; In terms of price strategy, we should implement competitive pricing strategy and sub-industry pricing strategy to obtain important market and improve customer delivery value. In the aspect of channel strategy, the domestic market focuses on the establishment of direct marketing channels. At the same time, expanding new channels and building distribution channels in overseas markets; in the promotion strategy, comprehensive advertising, public relations publicity, personnel promotion and other promotion methods to strengthen brand promotion. Finally, according to the actual development of LCD business of Shenzhen TM Company, this paper puts forward some safeguard measures of marketing combination strategy to promote the effective implementation of marketing strategy. This article chooses Shenzhen TM company LCD business as the research object, unifies the correlation theory and the Shenzhen TM company LCD business actual development situation carries on the analysis, obtains the corresponding marketing strategy, These strategies and safeguard measures have certain practical significance for the development of LCD business of Shenzhen TM Company, and also have certain theoretical significance for the development of LCD business of other enterprises in liquid crystal display industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.6

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