The Research Of Shanghai Baseband Communication Company's Marketing Strategy

The rise of the digital television has brought great opportunities to the broadcasting and television equipment industry, the intense competition as well. Which kind of marketing strategy should be used is the urgent issue for the companies which are running business in such industry for better surviving and developing.Shanghai Baseband Communication Corporation is taken as an object of studying. Founded in 2002, Shanghai Baseband Communication Corporation is doing the broadcasting and television equipment business. Now it has become one influential company in that industry. The problems have been risen with the expansion and development in running the business especially in the controlling of the agents.Firstly it is introduced that the business situation of Shanghai Baseband Communication Corporation and then the macro and micro environment is analyzed by means of SWOT. Based on the above discussion the market segmentation and targeting is done, the strategy positioning is designed. Then the implementation of the strategy is studied which consists of the product portfolio, channel, pricing and promotion.The organization, the construction of the team and the enterprise culture are analyzed in the last part of the article. It is put forward that the suggestion about the effective actions for the strategy implementation in order to accommodate the ever changing market competition environment. It is expected to be a reference for making and implementing of marketing strategy to the other companies which are running the same business。...