Study On Marketing Strategy Of Changhong ChiQ Smart TV

Smart TV entered the market in large scale in 2011 in China.The retail sales of smart TV increased rapidly in 2012 and 2013.In order to seize the development opportunity of smart TV and improve the operation of TV business,Changhong Company released a new brand-CHiQ smart TV on January 18,2014.The target market of CHiQ is middle and high-end users.CHiQ adopt the "differentiation" competition strategy.CHiQ smart TV is committed to building "technology,fashion,youth" brand image.Changhong CHiQ smart TV has played an important role in the enterprise brand value growth and brand image enhancement since 2014,but the sales scale and market share of CHiQ smart TV has not achieved a significant breakthrough.This paper analyzes the marketing environment by using STP,PEST,Porter's Five Forces Model and SWOT with the 4Ps marketing strategy theory as the core through the methods of literature research,comparative research and data analysis.It studies the current marketing strategy of Changhong CHiQ smart TV and finds that there are five main factors that affect the sales of CHiQ smart TV: inadequate market segmentation,inadequate product layout in the application of new technology and meet the needs of personalized customization,weak price competitiveness,serious channel conflicts,slow construction of self-built channels,less promotion and dissemination of network tools.According to the technology development of smart TV industry,the trend of online and offline multi-channel development,combined with the changing consumer demand and behavior under the e-commerce environment,the wide application of network marketing and social media environment,based on the realization of Changhong CHiQ intelligent TV sales status improvement,in view of the shortcomings of the current marketing strategy,this paper puts forward the following Suggestions for improvement: full market segmentation,continuing to adhere to differentiated product strategy,price optimization strategy combining competition and customer orientation,channel strategy combining on-line and off-line integration and strengthening self-built channel construction,brand communication through network marketing and social media,and strengthening service marketing and experiential marketing and other means.