Research On The Competitive Strategy Of TCL Huaxing Optoelectronics Technology Co., Ltd

At the early stage of establishment of TCL Huaxing in 2009,the domestic consumer electronics products were "short of cores and screens",and it was difficult to further expand the market share owing to the limitation of key components represented by screens and chips in the upstream.In 2008,China took the opportunity of the global financial crisis to reshuffle the industry,and issued relevant laws and policies from the top down to vigorously develop the display panel industry.Since then,domestic panel manufacturers have entered a period of vigorous development.Under this background,TCL Huaxing Company seized the opportunity to grow rapidly.After more than ten years of struggling in the display panel industry,it finally became one of the world’s leading semiconductor display companies.Based on a careful study of the theory of enterprise competitive strategy management,this thesis takes TCL Huaxing as the research object.First,it introduces the development of TCL Huaxing and lists some urgent issues that the company is currently facing.Then,the internal environment and the external environment of the enterprise are analyzed.Finally,it uses SWOT model to determine the most suitable competitive strategy for the enterprise at this stage.That is,implement the technology leadership and cost control strategy in the low-end LCD sector,transfer excess capacity to emerging market countries,implement the differentiation focus strategy in the high-end high-definition large-size LCD and OLED sectors,and strive to produce high-end differentiated products.Then,it puts forward the way to realize the best competitive strategy and a series of implementation safeguards.Recently,there has been more research on the development strategy of high-tech enterprises,but there is less research on the competition strategy in relevant specific fields.I hope that the research in this thesis can create value for the development of TCL Huaxing display panel business,also provide reference for the development of BOE,HKC and other domestic enterprises of the same type.