Research On Digital Television’s Marketing Strategy Of Sida Company In Africa

In the last years, cable digital TV industry is developing rapidly in our country,and the market competition is fierce. China’s digital TV market close to saturation andthe company should change the thought. Many companies go out, and they extend themarket to Europe, Africa and other countries. They go to overseas countries tomarketing digital television product. There are also many companies to change theirbusiness Angle and they change from to be suppliers to be operators.Sida Company is a private technology company in Beijing. The main product isdigital television product. In the beginning Sida Company sales set top boxes inmainland, as competition is fierce, Sida company go to overseas, and sets up manysub-companies in Africa, which marketing digital television products that includingoperation digital TV program, selling digital television set top box and mobile TV,Mp3and Mp4TV, GPS TV in the local.In this paper the author combine the theoretical knowledge and practice, analysisthe African markets environment and competition, do SWOT analysis of SidaCompany. Refer market segments and marketing strategic thought, combine digitaltelevision product’s actual situation in Africa market, analysis the demand andconsumer behavior. By investigation for market status and trend of digital TV productin Africa, choose target market with the comparison from administration geography,population state and consumer psychology, do market positioning for different typesof digital television products, combine specific condition and enterprise strategy ofSida Company, put forward the corresponding marketing strategy. This paper presents up to digital TV product of Sida Company’s marketing mixstrategy is: Product brand strategy, all products use the brand "StarTimes", productlocalization strategy, price strategy, composite channel strategy, A variety ofpromotional strategies, customer first service quality strategy.At last, this paper discusses the implementation and control of marketingstrategies, and summarizes the premise condition and the marketing strategyimplementation and control in established system and marketing strategy in a varietyof control elements.