A Study About The Development Strategy Of TCL-multimedia

TCL group, a famous Chinese household electrical appliance enterprise, develops with the Chinese economic reform. It has developed from a small joint venture of tape production, expanding its business to LED television, smart-phone and other fields. Under China’s economic development, TCL has seized market opportunities in the different stages of enterprise development and made multiple important strategically adjustments which promoted the transformation and growth of the enterprise.Since 2012, TCL has realized "rebirth" after the arduous globalization exploration and got on the benign operation track. At the same time, the world economy has been recovered from the international financial crisis. China’s political and economic society has stepped into a new era. There are many important changes in electrical appliance’s market and production technology. Therefore, whether need to adjust in TCL and TCL-multimedia’s strategy and how to adjust, becomes an important research project and major decision for the enterprise.Based on PEST analysis, Porter’s Five Forces Model and consumer insight in market research, combining with the TCL leaders’ strategic thinking, TCL’s experiences in its development, TCL’s cultural genes and industry advantage, this paper generalizes the development strategy of TCL group and TCL-multimedia, systematic thinks the positioning and execution of TCL-multimedia development strategy, academic reads TCL group’s "double+" strategy and TCL-multimedia’s "TV+" strategy and provides a case study on enterprise strategy.