TCL Company Marketing Strategy Research

This paper points out "3F Model" about marketing strategy, and researches TCL Company's marketing strategy from enterprise development strategy, enterprise human strategy and enterprise information, also explains the relation about that three facts in detail. In this article, the author has also researched brand reengineering and human international, which enlarge the range of new marketing strategy.Based on TCL company's development strategy, the author catches hold of brand strategy and multiplex strategy and international strategy, and connects some marketing theories about development positioning strategy and marketing combination strategy and differentiation strategy and product life cycle. The author also researches TCL company's marketing polices of the main product including TV, mobile phone, telephone, computer, etc;and points out the total conception about brand reengineering. In order to bring into operation about "TCL model" and "Haier model", the author tries to compare with them.Based on TCL company's human strategy, the author has emphasized manager human and enterprise culture, and has used some human resource management theories to prove the effect about manager human for enterprise business development strategy. The author has also pointed out the important about enterprise culture, which could bring enterprise cohesion and creative and competitive.Then the author has talked about TCL company's informational building, and has introduced Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) and Customer Relationship Management (CRM). The author has used some Management Information System theories to point out some ideas about real problems.This paper can use multi-fact knowledge about strategy management, organization behavior, marketing, logistic and supply chain management and used the author's work experience to point out "3F model" about marketing strategy and expanding model. This research method is a kind of innovation in the paper; it couldprovide useful guidance for some large or middle factories.