A Study On Marketing Strategy Of Cable Digital TV STB

In the last two years, Digital cable TV STB market is developing rapidly, and it appears many STB manufactories in short time. Fierce competition leads to different requirements between operators. Contents provider, core technical provider and core chip provider works on each other. Accordingly, this kind of cooperation has important influence on technique maturity and application scope of STB. These factors mentioned above have close relation with the survival and development of STB manufactory.With the market segmentation and marketing tactic analysis, this dissertation adopts market segmentation theory to investigate the market of digital Cable TV STB. By investigation for market status and trend of digital Cable TV STB, the STB market is divided into two-three special groups with the comparison from administration geography, market developing time and product demand. By market segmentation, STB manufactories select special target market. The manufactories concentrate resource to special customer group, make product meet their special requests, and then get that"special"profits.Finally, associated with the cases, the market segmentation range is well defined by diversity, economic scale and accessible extent. The marketing strategy chart is formed according to the enterprise strategy. With the market segmentation aspect, the suggestion is proposed from 4P, product strategy, price strategy promotion and place strategy.