有线数字电视机顶盒市场营销战略研究论文.docVIP

　 　 　 华　中　科　技　大　学　硕　士　学　位　论　文　  摘  要  近 ２ 年来我国有线数字电视行业发展迅速，市场竞争异常激烈，有线电视网络 各运营商的需求各不相同，从而形成多个产品市场，产业链中运营商、内容提供方、 核心技术提供方、以及机顶盒供应商互相作用，对有线数字电视机顶盒的技术成熟 度和使用规模产生很大影响，这些因素直接关系到数字电视机顶盒企业的生存与发 展。　 本文运用市场细分理论，借鉴国内外市场细分及营销战略思想，并结合我国数 字电视市场实际，对我国有线数字电视机顶盒市场进行了细分研究。通过对我国有 线数字电视机顶盒市场现状和趋势调查，从行政地理、市场发展时间、产品需求等 方面分别进行了细分比较，结合企业战略，把有线数字电视机顶盒市场划分为 ２－３ 个特定分组，即战略层的市场细分。通过市场细分研究，选择特定的目标市场对具 有一定数量，差异化需求，有利润空间的特定客户，使数字电视机顶盒企业集中资 源满足特定客户群体的产品差异化需要，赚取“特殊”的利润。　 本文最后结合案例从中小企业发展角度选择细分市场，分别从差异化，经济规 模，可接近程度等方面，对细分市场作出界定，并根据企业战略形成营销战略。并 从细分市场角度对营销战略的产品定位、产品策略、渠道策略、价格策略等方面给 出建议。　 　  关键词：运营商  数字电视 机顶盒 市场细分 I 　 　 　 华　中　科　技　大　学　硕　士　学　位　论　文　 Abstract In the last two years, Digital cable TV STB market is developing rapidly, and it appears many STB manufactories in short time. Fierce competition leads to different requirements between operators. Contents provider, core technical provider and core chip provider works on each other. Accordingly, this kind of cooperation has important influence on technique maturity and application scope of STB. These factors mentioned above have close relation with the survival and development of STB manufactory. With the market segmentation and marketing tactic analysis, this dissertation adopts market segmentation theory to investigate the market of digital Cable TV STB. By investigation for market status and trend of digital Cable TV STB, the STB market is divided into two-three special groups with the comparison from administration geography, market developing time and product demand. By market segmentation, STB manufactories select special target market. The manufactories concentrate resource to special customer group, make product meet their special requests, and then get that “special”profits. Finally, associated with the cases, the market segmentation range is well defined by diversity, economic scale and accessible extent. The marketing strategy chart is formed according to the enterprise strategy. With the market segmentation aspect, the suggestion is p