Abstract
By mainland china government’s policy to strengthen import substitution strategy, local LCD factories as well as supply chain manufacturing sites have been built rapidly and vastly in the country wide. By sudden pressure of capacity over supply, Taiwanese LCD makers were choosing 4K（Ultra HD） technology as the key product differentiation feature to continue leading the tread of the product marketing. However, at the dawn of the product launch, there hasn’t been too positive on the market demand or drawn too much of consumer’s attention, due to the products’ high price setting and also the lack of eco system. Instead, by“push mode” of selling on high tech product feature, plenty of low cost product strategy did get market share by using low quality or less reliable products, but the approach didn’t really get favourable position in US TV market. This essay is based on qualitative research method, using Taiwanese LCD manufacturing company A as a single case study, through US LCD TV market direct witnesses on the product strategy alignments, and through dealing with 4K market related eco system challenges, what A company’s technology development and product marketing strategy are to meet US customer’s needs in this new territory. By the timing of eco system getting ready, and through hierarchical product combinations and supply chain strategy, formed a practical marketing strategy, to ultimately enlarge new technology market share and penetration rate.