Research On Marketing Strategy Of Shanghai N Company

This paper takes N company and the LCD drive IC industry as the research object, combined with related theory and tools of the research of marketing strategy. In this paper, the enterprise market is analyzed in detail, and the main problems in the current market is pointed out, and the new marketing strategy is developed.First of all, in this paper, the LCD driver chip IC industry are overall analyzed. The paper expounds the development course of LCD driver chip IC industry and trend expectation, analyzes the driving action of R & D technology and demand factors to the development of the industry, discusses the industry competition pattern and main competitors. In addition, the paper explores the drive chip IC terminal industry in detail, and also reviews the development history of N company, summarizes the advantages and disadvantages of N company in the development of the early and mid market marketing.Secondly, combined with the actual situation of N company at present, I analysis the internal and external environment and its advantage and disadvantage of N company development, which using PEST five forces model analysis and SWOT analysis tools, I found the deep reason and the key factors affecting the development of enterprises. At the same time, the marketing problems in N company and the reason is analyzed in detail.Again, because the terminal market of the LCD drive chip IC is mostly consumer electronics market, moreover, electronic products have the characteristics of update speed and short life cycle, this requires the development speed of IC to catch up with the market changes. It will be eliminated if It is slightly behind. In this realistic environment, I make a further analysis of the driving chip IC market, First, determine the target market, choice the differential positioning. and reenact reasonably N company’s marketing strategy applying marketing mix strategies such as: product strategy, price strategy, promotion strategy.Finally, in this paper, the implementation and the security measures on the new marketing strategy of N company are described. The implementation steps of the new marketing strategy, the key and difficult points and solutions of implementation, and security measures of implementation are all described in detail.