我国液晶电视行业出口竞争力研究.DOC

摘要:液晶显示器已成为世界上显示器行业的重要支柱，在世界液晶显示器市场上我国还只是低端产品的生产大国，液晶行业难以和日、韩以及台湾地区的行业进行抗争，面对着这种局面，液晶显示器企业要加快寻求发展机遇的步伐，确定自己的市场竞争能力，是广大的液晶电视企业发展的方向和努力的目标所在。在市场竞争中要取得主动权，必须依据市场营销环境的现状，发展趋势和企业自身的主客观条件，科学而合理的制定企业的发展策略和努力目标。

　　　本文首先利用大量的资料对液晶显示器市场现状与发展进行了全面分析，然后运用SWOT分析法即态势分析法来重点分析我国液晶显示器行业的出口竞争力，最后提出了我国液晶电视行业出口市场竞争力的发展策略。

关键词：中国液晶电视行业，出口市场研究，态势分析法，市场策略

Abstract:The Liquid Crystal Display (LCD) has grown into the backbone of the display industry in the world. But we China are only a huge low-grade product producer in the world market. The Japanese, Korean, Taiwan invested-enterprise play an important role in the field of our Lcd market and it is hard for our Lcd industry to compete with these enterprise. The situation becomes more austere. Facing this condition, the Lcd factory must study the market to seek the opportunity for developing. To determine their market competitive ability, is the vast number of LCD TV business development direction and goal location. In the market competition to gain the initiative, must be based on the market marketing environment current situation, development trend and the enterprise's own subjective and objective conditions, scientific and reasonable formulation of enterprise development strategy and goal.

　　　This paper makes use of a large amount of information on the LCD market current situation and development are analyzed, and then the use of SWOT analysis is a situation analysis to analyze China's LCD industry export competitiveness, the last of China's LCD TV industry export competitiveness development strategy.

Key words: LCD TV industry of China, Export market trend analysis, SWOT analysis, Marketing strategy

　　　经过三十多年的发展，中国液晶电视的生产规模已位列世界之首，成为我国具有较强国际竞争力的产业之一，但是在一些核心技术上，和国外仍有一定的差距。

　　　虽然已经取得了长足的发展，但仍存在一些突出问题。自主创新方面投入不足，核心技术和关键零部件研发能力不强，在国际市场上缺乏具有较强影响力的品牌。因此坚持自主创新，加快产业核心技术研发和产业化，市场化与政策引导相结合，坚持国际化发展方向，在竞争中培育国际知名品牌，才能运筹帷幄之中，决胜千里之外。