A Research On DTV Pricing Strategies

When numerous countries all over the world expanding their DTV industry vigorously, developed countries, depending on advanced technology, leads the DTV army with its mature market. Yet against this background China DTV industry grows comparatively slow owing to some intrinsic reason and certain exterior situation. Analyzing the price element of 4Ps marketing mix, this study investigated the effective DTV products pricing strategies adaptive to recent China market, thus promoting the development of DTV industry in a rapid and healthy way.Through an examination of 3Cs elements, namely Cost, Customer and Competence, this research explored valid measures for pricing our nation' s current DTV products and services and proposed workable solutions.This paper consists of five parts: The first part of the paper provided a brief survey of the history and status quo of DTV products in numerous countries. By indicating the problems confront China DTV industry which relate to the products and services pricing it launched a pricing strategies inquiry within this field. The second part retrospected the existing pricing strategies as theoretical foundations on which pricing strategies were built. Part three of the paper investigated the pricing strategies in the conceptualization of DTV products with an application of 3Cs theory. Part Four proposed the pricing strategies based on China' s DTV market structure and SWOT industrial analysis. Part Five of the paper is a conclusion and some further research considerations.