| With the rapid development of communication technology,the penetration of home broadband and the big improvement of network speed,the Internet and related industries are flourishing.More and more enterprises go abroad and participate in the international market competition.Till end of May 2018,top three telecom operators in China have gained more than 180 million IPTV subscribers;this is the similar level of users of Chinese traditional Pay TV DVB broadcasting.Z company seizes the opportunity,smart set-top box domestic annual shipment of tens of millions,but then the domestic market saturated,demand will decline sharply.Considering the long-term development of the intelligent set-top box business,how to grasp the fast developing market of overseas intelligent set-top box,improve the market share and shipment volume,is a topic worthy of study.The Vietnam market is an important overseas market.Vietnam is a huge consumer electronics market with a booming economy and a population of nearly 100 million.Vietnam government is speeding up the process of digitalization,plans to shut down the analog TV signal and switch to digital TV signal,in order to improve the people's spiritual entertainment level.Vietnam market has become a great opportunity.Through the study on the marketing strategy of Vietnam in the set-top box market,the purpose and significance lies in marketing and promoting company Z set-top box Products,helping company Z to obtain more market share in the Vietnam market,providing Vietnamese people with a high cost-effective set-top box products to enjoy the joy of digitization.Taking Z Company as a study case,this paper makes an thorough study and research on marketing strategy in Vietnam: It comprehensively analyzes the current situation of Vietnam's market and the main competitors,the company's market position in Vietnam,and a summary of the existing problems in Vietnam's marketing through questionnaires and interviews with internal colleagues.Through combing the macro environment of Vietnam market and SWOT analysis of the company,Z company needs to start from itself,give full play to its advantages in the channel,supply chain and Android TV ecosystem,make up for its disadvantages in its own chip scheme,seize the market opportunity of IPTV's rapid development and resist the threat of retail market expansion,and expand the sales share of smart set-top boxes in Vietnam market.According to STP theory,market segmentation and target market selection are carried out,focusing on the pure IP intelligent set-top box market opportunities of the three telecom operators Viettel,VNPT and FPT,while following up the opportunities of the two cable TV operators VTVCab and SCTV to switch dual modes in the future.Based on the problems of poor design of structure and accessories,complicated quotation process,single channel and insufficient promotion in interviews with colleagues in the representative office,this paper designs a targeted marketing mix strategy for Z Company's Vietnam marketing,and simultaneously provides corresponding safeguard measures: enhancing brand image,adhering to compliance and improving incentive mechanism. |
