Study Of C Company Set-top Box Marketing Strategies

The domestic digital set-top box industry is increasingly fiercely competitive,requiring enterprises to continuously improve their marketing strategies to achieve brand competitiveness.Through industry surveys and literature reading,this article finds out the important role of 10 Ps marketing theory in formulating and perfecting marketing strategies for enterprises as well as helping Delphi method to identify marketing strategy elements.In order to analyze the existing problems and solutions of marketing strategy of C Company digital STB,this paper uses PEST analysis method,10 Ps marketing theory and Delphi method to carry out the research.The main contents are as follows:(1)Analyzing the development trend of STB industry with reference to industry data;(2)Analyzing the STB marketing strategy based on C Company digital STB marketing situation;(3)Using Delphi method to identify STB marketing strategy Elements;(4)combined with the Delphi method analysis results,the development of C Company digital set-top box marketing strategy improvement measures.The research results of this paper are as follows:(1)The STB industry is developing rapidly.The STBs will gradually be replaced by the HD set-top boxes,smart set-top boxes and 4K set-top boxes.The smart STBs and 4K STBs will become the main force in market development.In the course of the set-top box,more attention is paid to the stability,cost and delivery time of the set-top box.(3)In the process of set-top box marketing,C Company Digital mainly has problems in product,price,exploration,segmentation,priority and positioning,Is the product of high rework rate,high product prices,the lack of customer needs research,inadequate segmentation of target customers,the project does not distinguish between priority and product positioning is not clear;(4)Using Delphi method to identify the elements of the set-top box marketing strategy,a total of six primary factors are derived,namely,product,price,exploration,segmentation,priority and positioning,seven secondary elements,namely function,18 basic services,value-added services,failure rate,WIFI stability,cooling effect,body size,color matching,the number of interfaces(5)According to the Delphi method derived from the set-top box marketing,marketing,market research,internal research,differentiated services,establish a global concept and familiar with the industry development trend;Strategic elements of the evaluation system,set-top box C Company digital marketing strategy optimization,respectively,the use of optimization processes,improve product quality,radio and television product price priority,to strengthen customer demand research,according to regional and customer needs of broadcasting customers,according to the priority of Radio and television project bidding and cost leadership strategy to solve the above problems.In a word,this article uses PEST,10 P marketing theory and Delphi method to analyze the marketing strategy of STB digital set-top boxes and put forward corresponding improvements in the hope of contributing to the enhancement of its brand competitiveness.