TCL电脑营销策略

近年来年电脑市场继续保持高速增长的态势。商业及行业客户仍然是电脑的主要市场，个人消费市场处于高速增长状态。电脑市场竞争越来越激烈，价格竞争呈现白热化，低端电脑成为厂商竞争的焦点，电脑的价格底线屡次下移。 TCL电脑事业经过前期的积累，目前已经具备一定的研发、生产能力，已从OEM厂商转型为主板级的研发制造厂商。在分析电脑市场的行业机会与威胁和TCL内部优势与劣势的基础上，本文对TCL电脑营销策略进行了研究。研究结果显示，TCL电脑要扭转目前的尴尬局面，首先必须加强新产品的研发，开发出具有品牌特色的产品，不断丰富其产品线；其次，在产品定位方面，应开拓宽屏的电脑，并充分考虑目标行业的特征，强化产品质量，开发低价电脑机型；在明确目标市场定位后，TCL要改变原有单一的渠道销售模式，采用扁平化分销渠道，加强对渠道的控制；最后，选择正确的促销方式和时间，合理的促销媒体选择，优化促销资源，加强促销效率；最终达到以精细管理锻造企业为核心竞争力的战略目标。

关键词：TCL电脑；营销策略；策略
TCL Computer Marketing Strategy
Abstract:  In recent years, the PC market to maintain rapid growth trend. Business and industry, is still the main computer market, personal consumer arket in a state of rapid growth. Computer increasingly fierce market competition, showed intense price competition, low-end omputer manufacturers become the focus of competition, computer prices lower the bottom line repeatedly. TCL computer usiness after the early accumulation, now have a certain research and development, production, the transition from OEM manufacturers or board-level manufacturers. The analysis of the computer industry market opportunities and threats and TCL internal rengths and weaknesses on the basis of this paper, the TCL Computer marketing strategy was studied. The results showed that, TCL uter to reverse the current embarrassing situation, we must first strengthen research and development of new products, lop roducts with brand characteristics, and constantly enrich its product line. Second, product positioning, should open up wide-screen omputer and take full account of the characteristics of target sectors, strengthening the quality of products, development of cheap computer models. In a clear target market targeting, TCL to change the original single channel sales model, a low ofile of distribution channels and strengthen the channels of control. Finally, choose the correct manner and timing of promotions, media promotions and reasonable choice, optimize marketing resources to enhance the efficiency of marketing. Fine manage to reach the final forging the competitiveness of enterprises as the core strategic objective.

Key words: Customer; Marketing Strategy; Market
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