Suggestions On Domestic Marketing Strategy For Chang Hong Rear Projection TV

The integration and combination of Competition Strategy Theory proposed by Michael E. Porter and 4Cs Theory proposed by Robert F. Lauterborn, provides the best base for us to analyze the competition environment of company as well as to work out the relevant marketing strategy. In the industries like home appliance, information and communication, the competition is extremely hot along with the technology development. While the products enjoy high value, their life circle is becoming short. Companies shall not only pay close attention to the concept of competition orientation and the changing environment, but also take trends of customer demands into mature consideration.In colored TV industry, along with the aggravation of competition, the traditional competition on price has been changed to competition on technology. Consequently, the competition strategy has been developed to the diversity strategy, price strategy, concentration strategy. The manufactures of Rear Projection TV are facing heated competition, meanwhile, the progress of technology, the production of new generation TV products like PDP TV, LCD TV have influenced the development landscape of the whole market a lot. Based on Porter's Competition Strategy Theory, this dissertation analyzes the competition environment of Chang Hong Rear Projection TV in following aspects: alternatives, current competitors, suppliers, demanders, and potential incomers. Based on the analysis, aiming atimproving the current marketing strategy, the author proposes concrete marketing scheme in the fields of customer, cost, convenience and communication. New price strategy based on competition orientation and customer orientation, after-sales channel management measures, are suggested in the dissertation, providing new thinking for the marketing of similar products.