论创维彩电战略之缺失（On the lack of SKYWORTH color TV strategy）.docVIP

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论创维彩电战略之缺失（On the lack of SKYWORTH color TV strategy）.doc

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论创维彩电战略之缺失（On the lack of SKYWORTH color TV strategy）

论创维彩电战略之缺失（On the lack of SKYWORTH color TV strategy） SKYWORTH used to be a classic case of focus on winning It is two years ago, China TV first legion of the old brand (Changhong, TCL, Konka) also reluctant to view SKYWORTH as their competitors, in their view, they are the biggest rival, or foreign brands, SKYWORTH nuclear consequence! But the situation has changed. In fact, to the end of 2001, the pattern of China TV market has undergone profound changes, from the original third TCL increased from the first, SKYWORTH rose from fifth to third, Changhong and Konka slipped to second and fourth respectively. 2001 is known as the TV industry winter, this year, most of the TV business downturn, some even suffered huge losses, such as Konka and xoceco. Although SKYWORTHs profit performance this year is not satisfactory, but the market development has been a great success. SKYWORTH what, when we feel the suffering of the market share achieved by leaps and bounds? Rome was not built in a day. The growth of SKYWORTH color TV sets stems from a solid market accumulation, resulting in accurate product positioning. Stated another way is: when rear projection TCL HID in Changhong, SKYWORTH is not high, but try to do their own TV, step quasi market drum. This is important, concentration and excellence. When Changhong and TCL tried to make a leap through innovative products, SKYWORTH made another choice: thats the color TV set, which is more important than anything else. In SKYWORTHs view, even if the TV do not have strong, ambitious in the so-called forward-looking products, it is possible to todays market. Whats todays product? Before 2002, it is the flat screen TV, progressive scan TV, instead of information appliances and digital tv. SKYWORTH consistently makes todays product while others are doing tomorrows products, which makes it a rare opportunity to grow. In SKYWORTHs view, digital TV and information appliance in China at that time did not have the urgency of market deman