The Research Of Marketing Strategy About FLP Blu-ray Player

Since its appearance, Blu-ray player has continuously sold very well in Europe, USA, and Japan market. However, to this day, it didn’t have a explosive sale at home, like the appearance of VCD, the replacement of VCD by DVD. Blu-ray player has obvious increase in market share every season in2010according to the related figures, however, its overall annual sale only accounts for4.2percent in the whole market. In the real sense, the erupting period of sale of Blu-ray player didn’t come out in2010in China.In this article, we will take the marketing strategy of FLP Blu-ray player as the object of study, use the theoretical research and understanding of marketing, analyze the developing history of video in our country, the current situation and developing trend of Blu-ray player and consumer behavior of Blu-ray. Analyze the macro-environment of FLP company by using PEST analysis method; analyze present industry competitors’ competition ability, suppliers’ bargaining ability, customers’ bargaining ability, the ability to substitute of substitute products, new entrants’ ability of FLP Blu-ray player by using the theory of " Porter’s Five Force Model"; Through the above analysis, by using classic4P marketing theory, we summarize the existing marketing strategy of FLP Blu-ray player and point out the problems, present several reasonable suggestion about the implement of marketing strategy of FLP Blu-ray player according to the practical operation.We hope that the research of this article can help increase the sale of FLP Blu-ray player, at the same time, hope that it can devote to the development of Blu-ray player.