【作者】 杨红；

【导师】 万江平；

【作者基本信息】 华南理工大学 ， 高级管理人员工商管理（专业学位）， 2018， 硕士

【摘要】 国内数字机顶盒行业竞争日益激烈,需要企业不断改进其营销策略以获得品牌竞争力。通过行业调查以及文献阅读,本文发现了10P营销理论对企业制定以及完善营销策略的重要作用,以及德尔菲法对识别营销策略要素的助益。本文以C公司的机顶盒营销策略为研究对象开展案例研究,为了分析C公司机顶盒营销策略存在的问题以及解决措施,本文运用PEST分析法、10Ps营销理论以及德尔菲法进行研究,具体研究内容如下:(1)参考行业数据,分析机顶盒行业的发展态势;(2)根据C公司的机顶盒营销情况,对比行业数据,分析机顶盒营销策略存在的问题;(3)运用德尔菲法,识别机顶盒营销策略的要素;(4)结合德尔菲法的分析结果,制定C公司机顶盒营销策略的改进措施。本文研究成果为:(1)机顶盒行业发展迅猛,标清机顶盒将逐渐被高清机顶盒、智能机顶盒以及4K机顶盒等取代,智能机顶盒以及4K机顶盒会成为市场发展的主流;(2)广电客户在采购机顶盒的过程中,更为注重机顶盒的性能的稳定性、成本以及交货时间;(3)C公司在机顶盒营销过程中,主要在探查、细分、优先、定位、产品以及价格环节存在问题,分别是缺乏客户需求调研、目标客户细分不充分、项目投标不区分优先级、产品定位不明确、产品返工率高以及产品价格高;(4)运用德尔菲法识别机顶盒营销策略的要素,一共得出6个一级要素,分别是探查、细分、优先、定位、产品以及价格,7个二级要素,分别是外部调研、整体价值最大化导向、理性分析企业地位、功能、质量、外观以及成本,18个三级要素,分别是客户需求调研、市场行情调研、内部调研、差异化服务、树立全局观念、熟悉行业发展态势、基础服务、增值服务、故障率、WIFI稳定性、散热效果、机身大小、配色、接口数量、生产成本、物流成本、销售成本以及利润率指标;(5)根据德尔菲法得出的机顶盒营销策略要素,对C公司的机顶盒营销策略进行优化,分别采用加强客户需求调研、按区域及客户需求对广电客户进行细分、按优先级对广电项目进行投标、成本领先战略、优化工序,提高产品质量以及广电产品价格优先解决上述问题。总之,本文应用PEST,10P营销理论和德尔菲法分析了C公司的机顶盒营销策略,并提出了相应的改进措施,希望有助于其品牌竞争力的提升。更多还原

【Abstract】 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.更多还原