A Study Of The Channel Marketing Mode Associated With The MP3 Player At The Internet Bar

With the rapid growth, broad market prospects, low industrial threshold and remarkable returns, the MP3 (Moving Picture Experts Group Audio Layer-3 Player) market has drawn the attention of more and more manufacturers and sales outlets to take active part in the competition. By 2004, hundreds of brands had established niches within the Chinese market. Consequently, how to make their MP3 products competitive in the complex market environment has become a vital concern to HGTC in respect of marketing.This paper firstly proceeds to analyze the current market set-up and competition situation associated with MP3 through the way of the Porter's 5 competitive forces. On this basis, the paper analyzes a full range of the Internet bar related aspects, including the operating mode and future development trends paving the way for the selection of the marketing channel.The paper then reviews the marketing management concepts and methodologies of HGTC to expound on the following: how to take the initiative to cope with the tremendous changes taking place within and outside of HGTC. Such analysis is performed through SWOT, market segmentation and target market analysis with a view to determining the appropriate way for HGTC to snatch opportunities in the market to determine the HGTC marketing strategy– targeting strategy for tapping the local Chinese market. The paper then applies the marketing 4P principles, to define the specific implementation plan with a view of outlining the process of the actual application of the marketing theories in practice along with the associated measures. In addition, the paper discusses and implements the actual implementation of foregoing strategy in a typical MP3 Internet bar outlet.In conclusion, the paper summarizes the above cases of the MP3 Internet bar marketing as basis of further discussion on the MP3 Internet bar marketing emphasis and on recommendations for further developing the MP3 Internet bar marketing strategy as well as how to bring into full play the unique strengths and the electronic network marketing advantages. Consequently, the following conclusion is drawn: through the implementation of the marketing strategy management, HGTC has achieved notable results in tapping the local Chinese...