The Analysis Of PDP Market Environment And Marketing Strategy In The Digital Broadcast Era

The digital revolution, which is started from the end of 20 century, makes the whole industry change. Especially, the digital broadcast enforcement plan of USA, which will be started in 2007, the first time in the world, makes the display devices industry rapid change. CRT is the main display device in analog broadcast environment now, however because of the growing of IT industry and the digital broadcast enforcement plan, in display market CRT has gradually took out it's main position to new display devices, which are TFT-LCD, PDP and OLED. In TFT-LCD's case, from starting level it took a main display position in new application area.The digital trend makes PDP and TFT-LCD compete in digital television market. As the ideal display devices in large size screen and slim type television, PDP and TFT-LCD are going to hot issue in digital television market. At present, in the over 40 inches television market, PDP has a leading position. However considering the FPD (Flat Panel Display) is the early developing step, the digital television in which loaded FPD, is also the early developing step. It is difficult to say that which display device will be a leader in final competition in the market. For the purpose of achieving a leading position and making a market position in the future digital television market, PDP has to ensure price competitiveness, realize quality target, develop new application and implement intensive marketing focusing on high-income level.