A Research On The Marketing Strategy Of DVB Products In DH Technology Co., Ltd.

Digital TV is a sunrise industry which is the first to develop by developed country in 1990s, China is keeping in step for the corresponding research in the same period, but actually, the expensive digital TV set blocked the new technology into each home in scale application until the digital TV set-top box make a bridge between the old TV sets and new technology in the past few years. As well as China is enhancing the digital television technology to promote research and application. Digital TV set-top box is to advance the application of digital TV broadcasting one of the new products. DH Technology Ltd is a private technology company in the new digital TV industry, and a technology-driven products company, mainly produces digital TV set-top box.This paper will analyze the DH Company, which is from a R&D company, by catching the strategic opportunities and the strategic development process, become the current advantageous marketing operating situation. This paper investigates the digital TV industry through macroeconomic environment, industrial structure, and DH Company internal resources, then choose a feasible strategy. DH Company is implementing mainly on the differentiation Strategy, and to complement by focus strategy, then to promote the DH Company's growth, and to ensure DH Company on the domestic technology leader position, then to become a technology-driven product development of production technology Company.A complete corporate strategy mainly includes three levels as below:1, Company's overall strategy, that is the operating guidelines in a company, and that is the source of the implementation of the strategy;2, In the face of fierce market competition environment, what kind of company business competitive strategy;3, Company through what operators of the strategy to gain a competitive advantage and achieve the strategic objectives.This paper analyzed the DH Company's set-top box product marketing strategy which the DH Company face to external environment and internal environment, and draw out the DH Company's operating strategy is the competition-based differentiation strategy, supplemented by focus strategy. Through the DH Company's SWOT analysis, forms the DH Company's competition strategy frame. Finally, apply the differentiation strategy primarily, and the focus strategy as the auxiliary competition strategic, as new established small private enterprise in its development process, and the managers of DH Company is not have enough managerial experience, is not necessarily suitable for some last marketing theory. To choose the traditional 4Ps marketing theory, is suitable for the DH Company's set-top box produce marketing operation. By the 4Ps theory instruction marketing strategy implementation, implements the product strategy, the product price strategy, the product channel strategy and the product promotion strategy etc. marketing strategy combination, forms DH Corporation the management competitive advantage, achieved achieves the DH Corporation's whole total strategic target.