Marketing Strategy Research Of Philips Colour TV Set About Shenyang Agency

With the rapid development of national economy and the maturity of the market of plane color television (PDP and LCD), the demand on color television is changed from basic functional consumption mode to a quality-based experienced mode. The approaching Olympic Games and the opening of high definition (HD) digital signal will make China color television market especially consumption on plane color television booming in 2007 and 2008 .As a place with fierce competition of different brands, the market capacity of color television in Shenyang is big. Shenyang office of PHILIPS Ltd. Company (PHILIPS Shenyang) must precede research to perfect its current marketing strategies and tactics so as to seek more opportunities from the boom in market forecasting.This dissertation takes Shenyang office of PHILIPS Ltd. Company (PHILIPS Shenyang) as a base to carry out a systematic research on the marketing strategies and tactics of color television of PHILIPS Ltd. Company in Shenyang - center city of the three provinces of northeast China. There are six chapters in this dissertation: Chapter One is the general introduction; Chapter Two provides a theoretical review of marketing strategies and tactics that are relevant to this dissertation; current marketing strategies and tactics of PHILIPS Shenyang is introduced in Chapter Three; in Chapter Four, basic solutions and the design on the marketing plan are proposed in accordance with the problems in the execution of the current marketing strategies and tactics of PHILIPS Shenyang; specific perfection measures are suggested in Chapter Five according to the existing problems in the overall marketing strategies and tactics of PHILIPS Shenyang; conclusions and the summary of the whole dissertation are made in Chapter Six. Theory is combined with practice; quantitative analysis is combined with qualitative analysis in the research process of this dissertation. In addition, SWOT framework is adopted in the analysis and research on the current marketing strategies and tactics of PHILIPS Shenyang. On the basis of the analyses of the internal and external environment of PHILIPS Shenyang, the dissertation starts from marketing theories, finds out the existing problems in the current marketing strategies and tactics; analyzes the underlying causes of the problems; and puts forward perfection proposals using advanced marketing theories home and abroad on five aspects: consumer satisfaction, product orientation, pricing, terminal promotion and clients channels.To sum up, the aim of this dissertation is to propose scientific and feasible improvement measures with the combination of the actual practice and the theory on the marketing strategies and tactics of PHILIPS Shenyang, in order to make it more suitable to the current situation of PHILIPS Shenyang. The research in this dissertation will be of great importance to PHILIPS - the only Europe color television brand, in seeking partial market shares from the fierce competition with others brands of Japan, Korea and China. At the same time, it will provide a relatively reasonable adjustment plan and development direction to the future development of PHILIPS Shenyang.