| Company C is a GEM-listed company specializing in LCD main control boards and commercial display equipment.At present,the company's main control board and LCD interactive smart tablet business have achieved the world's largest market share.In order to achieve long-term continuous growth in performance,Company C began to enter the LED display market 2 years ago.Although LED display and LCD display belong to the same large size commercial display category,there are still large differences between these two sub-industries due to the different product forms and the differentiation of the industrial chain and technology.After 2 years of unremitting efforts,the development of the company's LED display commercial business in the Chinese market has achieved certain results,especially in the market segment of conferences and education.Through differentiated competition strategies,it has broken through and established a certain popularity and has been recognized by the market.In order to further improve performance,the company's LED display commercial business decided to enter the international market,and the German market as the world's fourth largest economy is undoubtedly a strategically important regional market.Due to its huge market demand potential and strong purchasing power,has attracted many LED display providers to launch fierce competition in this market.Company C's LED display business entered the German market and competed with old players in the industry as new entrants.To gain market and customer approval,it faces great challenges.Therefore,how to formulate a suitable marketing strategy to obtain competitive advantage,and stand out in the fierce market competition environment,has become an important problem to be solved urgently.Based on the basic theoretical knowledge of competition strategy,STP,4P,etc.,combined with the current status of the LED industry,the overall development trend and the results of field investigations,this article first analyzes the current status of C's internal resources,its ability to develop the German market,and its core competitiveness,and concludes Company C explored the advantages and disadvantages of the LED display business in the German market;at the same time,it used the PEST analysis method and the "Porter Five Forces"competition model to analyze the macro environment and industry competition structure of the company,and then based on the German LED display The analysis of market demand and consumer behavior summarizes the opportunities and threats that the external marketing environment brings to Company C.Based on the above analysis results,using SWOT analysis tools and STP positioning method to propose the German marketing strategy for the company's LED display business.The conclusions are as follows:First,make full use of the company's existing resources and choose the market segment of education and conferences By market,with a relatively high-end indoor large-screen display terminal market positioning,adopt a differentiated strategy to meet the needs of customers in this target market and form a competitive advantage.Secondly,based on the above STP analysis,the product,channel,promotion,and price strategy of the business in German marketing activities were suggested,and specific details were proposed from three aspects,including organizational structure,daily management system,and marketing team building.Implement safeguard measures to ensure the realization of marketing strategies and goals and win in the fierce market competition. |
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