Research On Target Marketing Strategy Of TCL PC Product

Along with China's economic development and information technology strategy implementation, PC industry has developed rapidly. PC market becomes more mature, while products tending to be oversupply and competition among enterprises getting more intense. China's PC industry is facing difficulties in marketing. Product homogenization is deteriorating and price is becoming increasingly fierce. The profits of entire PC industry are very low. Meanwhile consumers demand increasingly presented personality trend. Against such a backdrop, enterprises targeted marketing strategies for market segmentation and positioning is a very effective solution.As the later entrants to this industry, TCL Computer Technology Co.Ltd has made encouraging progress in computer marketing in recent years. Market share and profits rise year after year, becoming second only to Lenovo, Tsinghua Tongfang and other brands of computers of the domestic computer. The current success of TCL Computer Company is largely due to its effective difference of the marketing strategy which determines target market and product positioning advantages based on market segmentation. But now the PC market segmentation and positioning of TCL Company is still at the exploratory stage. It's not mature enough and there are still shortcomings and problems. Therefore it is absolutely necessary to find a marketing strategy which is more scientific and more suitable for enterprises on the basis of sum up the experience of success and lack, in order to enhance the competitiveness of enterprises.The article includes five parts. The first part is the introduction to the main thesis on the research background, purpose and significance of this. The second part is the theory and methods. Part III is the status of China's PC market and the analysis of competitive status. Part IV is the introduction to TCL Computer Technology Co.Ltd and marketing analysis and Part V is the selection of target marketing strategy of the TCL PC product.Based on the analysis of the competition in PC industry, the status of the PC market and the development trend, this paper indicates the importance of market segmentation in the PC industry. This article also points out the problems in the current marketing combining the specific circumstances and environment of TCL. Finally aiming at the fact of TCL, it does the further study and exploration of the proper marketing strategy for target market. The emphasis is the method combined with qualitative and quantitative ways of segmentation. Then based on the above, target markets and market positioning can be determined. Finally it indicates the roughly corresponding marketing strategies according to the target market.This paper combines the marketing theory and practice, qualitative and quantitative methods and explores an effective method of target marketing analysis according to the fact of the company. The author hopes that this paper can help enterprises having a more scientific understanding of strategic marketing analysis and target marketing, and can be certain degree of reference in the actual use.