The Design Of Optoma Company's Marketing Tactics In Shanghai Market

With the mature and development of LCD and DLP technology, projector field will be the fastest development speed in optic-electic industry in the future. The scope of projector will expand very fast and it is at the step moment of fast-increase. The wide market foregound make more and more manufacters to enter into the field one by one.Based the demonstration method, this thesis is combined the marketing management theory and the corporation management. Via a great deal of survey activities and according to the auther's actual experience to corperation marketing, a lot of one-hand materials was fetched. In the same time, the auther got a lot of secondhand materials through reading many books on projector or marketing aspect. In the thesis, the Optoma Co. Ltd 's marketing tactics to shanghai market have been reseached entirely.The theory of this thesis is based on the modern marketing concept, STP marketing theory, relationship marketing theory, the marketing mix and the channel innovation theory. The thesis is taken Optoma Co. Ltd as the background, analyzed the projector marketing environment, the company's marketing tactics in Shanghai market and put forward corresponding marketing tactics scheme. The thesis is integrated Optoma Co. Ltd 's marketing strategy from the confirmation of target market, the brand strategy, the channel design and management, the plan of marketing activities and the relationship marketing tactics. Especially, in the course of integrate the plan of marketing activities, the thesis has provided some beneficial explorations for the Optoma Co. Ltd's management from the advertisement, personnel sale, the public relation and the promotion strategy ect. Besides, the Optoma Co. Ltd 'smarketing tactics has teen discussed in the theory of this thesis, which combined the network marketing, green marketing...etc.The thesis is aimed to make the marketing tactics combining with the Optoma Co. Ltd 's situation, and to analyse the application environment and the development trend of Chinese projector market in future. At the same time, the thesis can offer reference to hold the market orientation for projector manufacturers and experts.