Chengdu Striker Digital's Competitive Marketing Strategy

As the economy development and the raising of the living standards in china, people have better expectation of the higher level on the cultural entertainment of TV program, so DTV-C (Digital Television-Cable), as the developing new industry, will meet the good future and match the development of the market with the government support. But the competition of DTV-C industry is very fierce, and other latent competitors and foreign companies are entering into this industry. Every enterprise in this industry is facing challenges and choice between survival and bankruptcy. How to suit the market change, how to satisfy the customer special requirements and how to create an advantage over other competitors in market competition are the problems need to be considered by every enterprise in every industries. Every enterprise needs to choose competition strategy suiting this enterprise on the basis of factors inside and outside the enterprise, especially work out marketing strategy well and manage it well. Now, marketing plan has become the first important work of the enterprises, and marketing strategy management has become the management core in modern enterprises. The object of the study in this text is Chengdu Qianfeng Digital Av Equipment Co.,Ltd. It is one of the earliest enterprises engaged in developing and production of front-end and terminal-end products of DTV-C in our country. The company has continually innovated and explored for four years in the bright future. But now the weak marketing, the lower professional marketing management and no certain competitor strategy become the key problems of the company which should be solved. Analyzing and exploring how to develop the company's advantages and overcome its disadvantages, and how to grasp opportunityand avoid risks to get better development in intense market competition are the issues discussed in this text. The theoretical basis of this text is principle, method and knowledge of marketing management and strategic management, such as SWOT, STP, 4PS, Life Cycle, Value Chain Approach, and BCG Growth-share matrix. Firstly, the background and current status of the company are analyzed. Secondly, the related theories about the competition and marketing strategy are introduced. Thirdly, the marketing strategy of the company is draw up. Finally, the related problems about the competitive marketing strategy of the company which will be put into practice are suggested. In order to upgrade the marketing work, elevate the level of the marketing strategy management and intensify the competitive power, through the analysis and research of the Qianfeng marketing management and competitive strategy, systematically use knowledge among the marketing management, the management and the strategy management is the way in which we could find clear thought and a set of method to guide and solve these kinds of problem. It is the contribution of this article.