Domestic Lcd Tv Makers Based On The The 4cs Theory Of Marketing Practice Research

After several years development, Chinese LCD TV industry has become a large scale that has 40% share in the global production, turnover more than one million, and has double increasing rate continually the recent 3 year. The huge market potential has attracted many major companies are rushing into the field. with the LCD TV product basement located in XIA MEN by Amoi company which can product million products, Chinese LCD TV industry has gradually formed the situation by four provinces group to competition together , include Chang Hong located in SICHUAN, Amoi and XiaHua located in XIA MEN, Hisense and Haier located in QINGDAO, Skyworth and Konka and TCL located in GUANGDONG And sales of LCD TV rate proportion in the sales of TV are presenting the rapidly increasing.However, with the domestic LCD TV market is becoming more and more mature, market competition environment has also undergone a change. On the one hand, manufacturers increased. Not only ChangHong, KonKa, Hisense and other color TV veteran enterprises, such as Amoi and Rongshida freshmen have joined the competition; on the other hand, price war has escalated once again, not as the previous domestic TV industry price war, this time the Overseas mature LCD TV manufacturers gradually take the initiative to provoke a price war, which entered the low-end market, which makes the LCD TV market competition increasingly complex.Changes in the competitive environment caused the new demands for enterprises in the field. For the sake of LCD TV self characteristic, core technology of them has become a bottleneck which restricted the development of domestic producer form beginning, and also caused domestic producer confine their marketing means only by price promotion. For anther, as customer's demands has become the most important factor affecting the sale of the products, only using traditional marketing means in the competition has push the producer into dilemma what market means homogenization when the competition is becoming more fierce. From these, how to change marketing mentality based on producers themselves, abandon the sole traditional marketing measures ,put more customers' demands into their marketing strategy has become an important urgent task to the domestic LCD TV producers.From what has discussed above, the paper start from 4Cs marketing theory what is more concerned about customers, combine the idea of mass customization theory, analysis domestic current marketing situation ,and present marketing dilemma, then formed the analysis line for domestic LCD TV producer marketing strategy by using relationship between 4Cs marketing theory with resolve the difficulties producer faced what based on the theoretical foundation from 4Cs theory. Then, after analysis the characteristic of the industry and the present competitive situation, combine current marketing and problems, using more care for customers' demand thinking, advanced the related 4Cs marketing strategy gradually from management of customer's needs ,customer convenience strategy, customers' cost strategy and communication program. After this , brought out the 4Cs marketing strategy for domestic LCD TV producer.The result of the paper is helpful to domestic LCD TV products to formulate and implement 4Cs marketing strategy what put customer into core of the strategy, solve the problems existing in its current marketing process, and enhance its competitive power. Meanwhile, it also have practical significance for other domestic appliance producers to plan their marketing strategy base the 4Cs theory.