Research On The Optimization Of Monitor Product Portfolio Of AOC

After more than a decade of rapid development of liquid crystal displays,the whole industry has now entered a period of saturation.To obtain higher market share,all brands have restarted the price war.This causes the homogenization of products and customer options decline.In today's highly competitive display market,display manufacturers tend to shorten the duration of product sales in the market and enhance designs,appearance,features and functions to draw consumers' attention.It is challenging for a display company that is relying on several display models to become invincible.An efficient product portfolio is the best tool for the sustainable development of an enterprise.Along with the downturn of the display industry,the development of AOC also has declined since 2016.The long-term low-priced strategy has seriously harmed the products'negotiation power.The current position of AOC's product lines is not clear.There is no ladder between product lines.Most of the product lines are already in recession.AOC recently revealed variety of new products,but missed the market opportunities due to the time lag of new product launches compared with competitors.It limited the success of the new product launches.The current product portfolio is no longer suitable for today's competitive needs.Enhancing the portfolio is necessary.This paper examines AOC as the research target.The study is based on the analysis of many research theories,combined with the AOC's situation and the development of the display industry,and includes internal and external SWOT analysis of competitors.The purpose is to conduct an in-depth study of the product portfolio and find AOC's strengths,weaknesses and opportunities.This paper also adapts traditional Activity Based Classification and GE Matrix analysis to conclude and analyze the existing problems of the current product portfolio and the reasons behind these issues.By combining the results and the company's future development plan,we can come up a new strategy and plan for AOC.Also,this paper helps to reposition the product lines,cut off uncompetitive products,extend or add new competing products,create a subsidiary brand and so on,in order to adjust the product portfolio.Implementing R&D,supply,performance appraisal and personnel training and so on,will allow for a final evaluation.Based on the research,it can be found that using the scientific product portfolio analysis and evaluation method can comprehensively evaluate the product portfolio status of the company and provide the basis and method for the product portfolio optimization,solves the product mix problem.The most important thing is to improve the economic efficiency and comprehensive competitiveness of enterprises through product portfolio optimization.