T公司数字机顶盒印尼市场营销策略研究

发布时间：2018-01-24 18:37

本文关键词： 数字机顶盒营销策略印尼市场价格　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国数字机顶盒市场经过多年的发展已经趋于饱和,而各大机顶盒厂商的竞争越来越白热化,纷纷采取低价的营销策略来占领更多的市场份额。但低价策略不但使机顶盒厂家自身的利润大幅下降,同时也压缩了下游供应链厂家的生存空间,所以国内厂家开始纷纷将目光投向国外市场,而印尼市场就是一个重要的海外市场。印尼人口数量在全球排行第四,达到2.55亿,是一个巨大的电子消费品市场。同时印尼国家正在推动数字化进程,计划关闭国内模拟电视信号和切换为数字电视信号,提高民众精神娱乐水平,这是难得的机遇,本文通过对印尼机顶盒市场的营销策略研究,目的与意义在于更好的销售和推广T公司机顶盒产品,在印尼市场取得更多的市场分额,同时利用中国制造的优势,为印尼民众以相对低的价格,获得高性价比的机顶盒产品,享受到数字化带来的快乐,同时帮助印尼政府实现全国数字化进程。本论文选取T公司为研究案例,首先,通过分析整理T公司目前在印尼市场的一些背景情况,引出文章研究的主要内容;其次,利用数据库的资源,搜集大量有关市场营销和国际市场营销策略理论的相关的研究资料,以这些理论作为指导,为后文对T公司营销策略的分析提供扎实的理论依据;第三,全面分析了目前印尼市场的宏观环境和T公司机在当地的主要竞争对手,充分并且全面的介绍了T公司机顶盒在印尼市场所处的位置;第四,利用4Ps理论,全面的提出了T公司机顶盒在印尼市场营销过程中所遇到的问题;第五,有针对性的从产品、价格、渠道、促销四个方面给出了解决办法,以帮助T公司机顶盒在印尼市场取得更好的销售成绩。
[Abstract]:China's digital set-top box market has become saturated after years of development, and the competition among the major set-top box manufacturers is becoming more and more intense. Low price marketing strategy to occupy more market share. But the low price strategy not only makes the set-top box manufacturers' profits drop significantly, but also reduces the living space of downstream supply chain manufacturers. So domestic manufacturers are beginning to focus on foreign markets, and Indonesia is an important overseas market. Indonesia's population ranks 4th in the world, reaching 255 million. It is a huge consumer electronics market. At the same time, the Indonesian government is promoting the digitization process, plans to close the domestic analog television signal and switch to the digital television signal, raise the level of people's spiritual entertainment. This is a rare opportunity, through the study of the marketing strategy of STB in Indonesia, the purpose and significance is to better sell and promote the STB products of T Company, and gain more market share in the Indonesian market. At the same time, to take advantage of the advantages of made in China, for the Indonesian people at relatively low prices, to obtain cost-effective set-top box products, enjoy the joy of digital. At the same time to help the Indonesian government to achieve the national digitization process. This paper selected T company as a case study, first of all, through the analysis of T company in Indonesia market background. The main contents of this paper are introduced. Secondly, using database resources to collect a large number of relevant research materials on marketing and international marketing strategy theory, guided by these theories. To provide a solid theoretical basis for the later analysis of T company marketing strategy; Thirdly, the macro environment of Indonesian market and the main competitors of T driver in Indonesia are analyzed, and the position of STB in Indonesian market is introduced. 4th, using the 4Ps theory, put forward the T company set-top box in the Indonesia marketing process encountered problems; 5th, from the product, the price, the channel, the promotion four aspects has given the solution, in order to help T company set top box to obtain the better sale result in the Indonesian market.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F626

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