| Into 21st century, science revolution develops rapidly, and economic structures are adjusted faster within the world so that international competition is much sharper. Economic globalization trend has already influenced or is deeply influencing the economics of each country. Especially entering into WTO, China is facing new developing opportunities and severe challenges. With the further development of national reform, the competitive situations that the domestic enterprises face have changed greatly, market competitions are from the country itself to the whole world, and from relative competitions to full competitions. Spaceon, as a middle and small enterprise reformed from an institute, is also facing unprecedented developing opportunities and challenges. Based on the powerful technology of the Electronics Institute, Spaceon has invested to track the trend of the present digital sound development since 90s, doing lots of research in audio digital signal processing, and successfully developed the first full digital audio power amplifier in 1998. But Spaceon is bad at market reaction and repartee owe to the strategy of "technology is first". Therefore, there has been no big development yet. How to formulate a right marketing strategy is a difficult problem Spaceon is facing.The article analyses the business idea of "technology valuing and market belittling" and the target market of the digital audio power amplifier IC, supplies a practical case, resolution and method as well in the respects of market investigation, market elaborate division, target market selection and market position for middle and small enterprises. The article is divided into four parts.The first part analyses the present situations of digital signal processors (DSP) and competition trend, which gives a brief discussion on thecharacteristics, competitive focus and state of DSP market, specially digital audio power amplifier market, explains that DSP market is at the phase of rapid development, the market of the digital audio power amplifier IC as a new hi-tech product is also at the phase of rapid grow. So competition will be much sharper, the role of marketing will be more important. The second part gives a brief introduction to the analyzed case ―― Spaceon digital audio power amplifiers, analyses the present situations of Spaceon , points out the problems of marketing. The key point of this part is of the analyses of SWOT, explains the advantages, disadvantages, chances as well as threat of the digital audio power amplifier IC, indicates that its technical advantages do not mean successful marketing. Finally are the analyses of four strategic matches of Spaceon through SWOT matrix.The third part is the important content of the article, which first presents the target market marketing theory and method, combining with the practice, analyses the digital audio power amplifier IC of Spaceon according to the procedures of the market investigation, market elaborate division, target market selection and market position, stresses that the target market marketing is the key factor of winning the market. The forth part summarizes the enlightenment gained from the analyses of target market of the digital audio power amplifier IC, points out the main fail reasons are the lack of detailed market study, lack of clear target market and position. Again stresses the importance of the target market marketing.The article takes the marketing of the digital audio power amplifier IC of Spaceon as the analyses case, the target market marketing theory as analyses method and how to settle the marketing problems as analyses purpose, discusses the important role of the target market marketing in the enterprises marketing and the way of application. At the present, themarketing sense of most enterprises still concentrate on advertisement, price and discount sales, but not on the market investigation, market elaborate division, and market position that play a decisive part in marketing. The article takes the target market mar... |
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