| The last 8 years witnessed the phenomenon growth of the disc player industry in China. This industry started as a free competition market without any government support and ended up with a strong and competitive industry. Some people claim that this industry's competitive position is weak because most of the key components of disc player are supplied by foreign firms or even foreign direct competitors, but it has turned out that with an annual production capacity of 30 million units, the China is the largest producer and market for VCD, and the Chinese VCDs are the most competitive products in the world. The annual sales volume of VCD is about several billions yuan, the total production of all related industry is about one hundred billion yuan, and the people directly or indirectly employed by the industry approach 10 million according to some sources. For all these achievements, the disc player industry is a subject worth studying. But up to now, there still lack theoretical studies on the evolution and marketing strategies of this industry.The author had been a dealer of VCDs for several years, and hence has many first-hand knowledge of this industry and deep understanding of the market. However, because of the lack of theoretical background, this knowledge did not turn into rational marketing strategies and operational marketing plans. After studying EMBA at SWUFE and communicating with other fellow MBA classmates, I think it is the time to tackle this subject by theoretical analysis of market evolvement and market trends, and feel confident to make some suggestions to the Sichuan producers for the marketing strategies in this industry.The value of this study is: First, by summing up the market evolvement and market trend of disc player industry, the paper suggests some marketing strategies under current condition for the Sichuan disc player producers, which facilitate the development of disc player and related industries in Sichuan. Second, by theoretical analysis, especially marketing and management approach, this paper will sum up some experiences and lessons learned on this industry, grasp some basic characteristics and development trends of certain new markets emerged after the open-door policy. All this knowledge can be good lessons for the development of other consumer electronics industries.The paper is divided in five chapters. Chapter 1: The industry analysis of disc player industry. In this chapter, the author performs the industry analysis from perspectives of market segmentation, market potential, consumer analysis, industry structure, industry characteristics, marketing, technology and market driving forces. In chapter 2: The competition analysis of disc player industry, the author evaluates the strength of competition utilizing Porter's "Five Forces Model" of competition, then identifies some key success factors in this industry. In chapter 3: Threats and Opportunities, the author analyzes the threats coming from change of market trend, consumer preference, the product technology and the industry structures. The opportunities which can offset the threats found to be the advantageous market position, the low cost and marketing network of the Chinese disc player producers comparing with other manufactures in the market. In chapter 4: The disc player market trend, the author analyzes some important market trends like the structure change of world home appliance production and markets, the development phase of the market, the consumption trend, the consolidation of the industry, and the diversification operation of some major manufacturers in the industry. In chapter 5: Some strategic suggestions for Sichuan disc player producers, the author, by drawing upon the marketing strategy theory, makes some marketing strategy suggestions to the major Sichuan disc player producers like Changhong, Tingtian, and Qianfeng.This thesis in the first time comprehensively analyze the emerge, development, mature and future trends of disc player industry, it summaries what the author learned during h... |
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