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Jiuzhou Set-top Box In The Us Market Marketing Channel Research

Posted on:2013-12-04Degree:MasterType:Thesis
Country:ChinaCandidate:Q FengFull Text:PDF
GTID:2249330371468871Subject:Business Administration
Abstract/Summary:PDF Full Text Request
The Digital Set Top Box (STB) market is basically mature. In general, the supply-demand for this product has become stable. After a decade, STB manufacturers from China now supply most low and medium-grade portions of the market. Currently, this industry is also in a low-profit period. Therefore, we need to think about how to maintain profit margins and our competitive advantage. Besides, our low cost and differentiated the new product, we should consider developing marketing channels. Based on the potential payoff, this is a topic worthy of serious study.Let’s begin by examining the situation faced by the Jiuzhou company with respect to their STB product line for U.S. In particular, we review their marketing strategy and how well its structure is able to identify and service opportunities. We will identify a series of problems that confront the company and offer constructive solutions:to change the marketing mode, to optimize supply channels flow, to define a more effective channel system, to setup a strategic wholesaler-distributor management plan, and to achieve a balance between the different channel members. It is goal of this paper to provide good practices for domestic enterprises within STB industry, thereby helping them to modernize their DC management.
Keywords/Search Tags:Marketing Strategy, Differentiation, Marketing Channel Design, OptimizeChannel Structure
PDF Full Text Request
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