The Study On Marketing Strategy Of Shenzhen DaTong Company

The Company is a digital set-top box production oriented enterprises, this paper studies the digital TV set-top box marketing strategy for the main line of research. Digital TV has come into people’s life, which has led to the development of digital TV set top box industry which is closely related to the people’s life. With the development of the radio and television industry, but in the industry, there are hundreds of large and small enterprises, the competition is very fierce. Tatung company because for many years without obtaining a technical innovation, also failed to make the transition, coupled with the core technology backbone turnover internal; plus other companies into the industry, allows the company greatly reduced orders, almost no margin of profit figure and other unfavorable factors, to the company’s operations to bring tremendous pressure. This paper is in the background,has important practical significance for Tatung company returned to the industry’s first group of competition, and also has important theoretical significance to enrich the industry in the field of marketing research.This paper studies the basic problems of the Target Corp’s digital TV set-top box marketing, clear the macro environment, micro environment of the product marketing and marketing strategy, clear the content of the marketing strategy. The research content of this paper mainly from the following three aspects: firstly introduced the Tatung company’s marketing situation and existing problems, it is proposed in this paper is part of the problem, the problems existing in the process of the marketing: new products lack, the single price system, loose powder of the marketing channel management, competitive mechanism is not perfect, modern marketing concept is short and so on, these problems plagued the development of Datong Ltd; secondly, this paper uses the means of pest, Porter’s five forces and SWOT analysis of the company’s macro environment, the medium environment and micro ring environment has made the detailed analysis. The content is the analysis of this paper, which provides the basis for the formulation of the marketing strategy.Finally, this paper puts forward the concrete marketing strategy and measures for the implementation of the strategy based on the analysis of the marketing environment.In this paper, it states from the macro to micro research, from the question to the analysis of the basic research ideas. From Datong company competition ofmacroscopic environment PEST analysis to medium environment of Porter’s five forces analysis, microscopic analysis and SWOT, it is conducted along this train of thought; the research method is case study method, literature research method and comparative research method.The research results for Tatung company current predicament solution has a certain guiding role, through the study of this paper defined the Datong, digital TV set-top box industry macro, meso and micro competition situation, find out the marketing strategy of Datong exists the shortcoming of; put forward the implementation measures in accordance with Datong company’s marketing strategy and marketing strategy.