The Research Of Flat-panel TV Industry Competition And Development In China

As can be seen from the home appliance industry development history, in1995, after China industry successively appeared overcapacity situation, both color TV, air conditioning and refrigerator industry is faced with serious overcapacity problem. But not all industries are in a price war. In1998, the refrigerator industry overcapacity serious than color TV industry, but it didn’t break out in refrigerator industry price war, price competition is not caused by a single reason.South Korea’s samsung, LG, sharp, SONY, panasonic and other companies in Japan to become the world’s flat TV industry leader, not just rely on the enterprise’s own development. Japan’s rise in the early development of photoelectron for "national development strategy", greatly promoted the development of the new type of flat panel display, the south Korean government to formulate the development of LCD industry policy "flat panel display industry development plan". Flat-panel TV industry in China has just started in2003, after ten years of rapid development, now into the era of flat screen TV. In2012domestic flat-panel TV production of more than one hundred million, ten thousand units,42million sets of domestic sales, export57million, both in the domestic market and overall sales in the international market more than Japan, made great achievements. Thanks to regularly increase its investment in technology in recent years, domestic television enterprise, product differentiation, but due to the high-end LCD panel is still subject to Japan and South Korea, and other enterprises, the domestic flat-panel TV enterprise to really in the international market, also need government support. In traditional CRT TV era, the whole industry malignant price war, each big enterprise thin margins, lack of technology, lead to convergence products, cost, price war intensified. Accompanied by the end of the era of CRT, the malignant price war between the various manufacturers also gradually disappear. Which characteristics of television industry is easy to cause persistent price war, flat-panel TV industry will face new malignant price war now? How to avoid the price war, new flat-panel TV industry in China should be how to development, these are all in this paper, we study the problem.This paper first introduces the basic situation of flat-panel TV industry development in our country, using the potter five model analyzes the current status of industry competition, analyzes the key enterprise operating and development strategy, etc. Then from the product life cycle, market concentration, the demand price elasticity, the product difference, production capacity, enter exit barriers in sectors such as analyze the industry characteristics and price competition, and the empirical analysis on the industry characteristics impact on prices, compared with CRT period, that is not happening malignant price competition, but because of the influence of the technological progress, flat-panel TV prices can drop a reasonable conclusion. Finally, put forward enterprise itself should continue to increase investment in technology, develop new market, pay attention to market research, design products that meet the market demand. Upstream industrial chain and the government must strengthen the anti-monopoly, industry association to prevent the foreign anti-dumping investigation, and earnestly protect domestic enterprise interests; At the same time, the government must strengthen the recycling of waste electrical appliance such as social rules and regulations, promote the development of green flat-panel TV industry in China.