| Summary: | 碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 95 === The global market of TFT-LCD TV expands rapidly. Taiwan is not only a main suppler for LCD TV but also develops its own brands aggressively. Most of the past researches focused on TFT-LCD industry analysis and few focused on the marketing strategy. While the LCD TV has replaced the traditional TV, the competition of LCD TV brands is fiercer than before. It is important to propose appropriate marketing strategies. This research had used multiple case studies and grounded theory (Strauss & Corbin, 1990) to deal with the transcription and document, and advanced the marketing planning and procedure of those Brands by the paradigm model. It's showed the condition and decision-making logically. Therefore, their marketing strategies could be analyzed by the transaction cost theory. In particular, this search using two theories explained the marketing issues longitudinally, and brought up some recommendations, in order to assist them in decreasing the total costs of customer purchasing.
The conclusion is that the first types of brands had better strategies of place, product, and promotion than other types of brands. The second types of brands should take advantage of channels. Homogeneous and insufficient promotion could lower the image of the brand. The third types of brands have excellent strategies of place and product such as collection and service. To sum up, brands should not only control the price but also develop marketing strategies adaptability.
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