摘要
随着中国经济的高速发展，中国企业面临的国内外竞争日益激烈，同时，伴随着中国
消费者的购买力增强，消费行为个性化差异越发明显，单纯用媒体广告，降价促销等传统
经营模式去赢得消费者，已经不是行之有效的方式。未来在显示器领域，将是一场以品牌
整合营销传播为主导的竞争

各液晶面板厂想要在激烈的竞争中胜出，必须整合各种资源，纵横贯通，生产出消费
者追捧喜爱的产品，进而实现扩大市占率与利润最大化的品牌营销目标。因此，本文主要
以 H 液晶面板厂延伸显示器品牌为研究对象，探索整合营销传播的实现过程，具有重要的
实践意义

本文分为案例正文和案例分析两个部分。首先，案例正文主要对显示器行业的营销现
状进行分析，然后通过 H 液晶面板厂的背景介绍和目前的营销情况阐述，找出需要解决的
营销难题。第二部分通过研究背景，研究方法，研究内容和技术路线的定位，运用整合营
销理论作为本文的研究基础，对宏观环境，行业环境，竞争对手分析寻找市场机会，并对
企业的内部环境，包括资源，能力和 VRIO 模型分析找到竞争优势与资源整合方向。其次，
通过对消费者的特征，行为和需求变化分析，找到潜在客户，为产品更新设计和整合营销
传播策略的实施做好精准定位。运用 STP 分析细分市场，选择目标市场并做产品定位，然
后再应用整合营销传播策略，横向整合策略对品牌的 VI，媒体，产品，门店和销售模式进
行全面升级，在品牌视觉和产品体验上给予消费者全新感受。纵向整合策略，重点进行企
业的内外部资源整合，增强企业竞争力和品牌效益最大化，在整合营销理论基础上，构建
出 H 液晶面板厂显示器品牌整合营销体系。最后通过扁平化高效率的组织结构，完善的消
费者信息数据库和营销管理激励制度对整合营销传播策略进行实施

关键词：显示器，品牌，整合营销传播暨南大学 MBA 学位论文：《案例》：H 液晶面板厂——显示器整合营销传播策略研究
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ABSTRACT
With the rapid development of Chinese economy, enterprises in China face fierce
competition both home and abroad. Besides, with the growth in strength of pursuit, the
individualized differences of consumption is becoming more and more transparent. Thus it is
unavailable to win the heart of consumers by advertisement of media and discount promotion.
The present paper focuses on sale modes of the new ear, to gather with the successful experience
of some enterprises. So this paper will chiefly take the delay display of an H liquid crystal panel
plant as its object, exploring the realization of blended marketing and its contribution to the
development of the enterprises of China.
In future in the field of display there will be a campaign orientated in the blending
marketing of brands. A liquid crystal plant has to blend all kinds of resources so that it can
produce products popular with consumers in order to win tin the fierce competition and get the
maximum of market and also that of profit.
This paper consists of a case face and case analysis. The fact focuses on the present
situation of display marketing with the description of the background of an H liquid crystal panel
plant and the fields’ difficult problems to solve in display marketing. Next, part two, by the
research of background, methods and content, this paper studies macro environment in the
market, business environment and competitors in order to find opportunities in the market, and
blend internal environment of enterprises, including resources, capacities and VRIO mode. We
do this in order to find our advantages in the competition, based on the theory of blending
marketing. By analyzing characteristics, conducts and necessaries of consumers, we will find the
potential consumers, making ready for the regenerate of produces design and strategy of
blending marketing. We analyze the market by working use of STP, select the target market and
the location of products. Then by making use of the integrated blending marketing have
horizontal blending of Brand VI, media, products, stores and marketing model, and then we will
have them all bettered. We will left the consumers have new experience of the vision of brands
and the feeling of the products. As far as the strategy of horizontal blending is concerned, we
stress on the blending of internal resources of the enterprises, so that we can strengthen their
competition power and have its maximum profit. Based on the theory of blending marketing we暨南大学 MBA 学位论文：《案例》：H 液晶面板厂——显示器整合营销传播策略研究
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will construct the system of blending marketing of brands of delay displays of H liquid crystal
panel. In the end of with the flat system structure of high efficiency, we will improve consumers’
information data and the system of excitation in the marketing management, so that we can
successfully carry out the blended strategy of marketing.
KEY WORDS: Monitor, Brand, Integrated marketing Communication暨南大学 MBA 学位论文：《案例》：H 液晶面板厂——显示器整合营销传播策略研究
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目录
摘要....I
ABSTRACTII
目录.IV
图表目录.....VI
第一部分 案例正文.1
显示器行业现状..........1
H 液晶面板厂的经营情况......5
H 液晶面板厂的营销情况......7
H 液晶面板厂需要解决的营销难题..8
第二部分 案例分析...........10
1 绪论 ......... 10
1.1 研究背景.10
1.2 研究方法.10
1.3 研究内容.11
1.4 技术路线.12
2 整合营销传播相关理论. 13
2.1 整合营销传播研究综述.13
2.2 整合营销传播理论基础.16
3 H 显示器竞争环境分析. 20
3.1 宏观环境分析.....20
3.1.1 政治与法律环境.......... 20
3.1.2 经济环境.......... 21
3.1.3 社会与文化环境.......... 21
3.1.4 技术环境.......... 22
3.2 行业环境分析.....22
3.2.1 供应商的议价能力...... 23
3.2.2 购买者的议价能力.....