The Marketing Research Of HW Company’s Smart TV STB Product

Just the same as smart phone, the smart TV (Smart TV) is developed based on openhardware and software platform, the operating system of smart TV is usually Android OS.The smart tv is able to connect to the Internet, you can freely and easily download, install anduninstall software from the application store using the smart TV, so you can keep the TVfunction expansion when needed. Smart TV products are divided into two forms, the first oneis smart TV with screen, the second one is the smart TV set-top boxes without screen.The HW Company has experience in developing and sales of digital TV, IPTV networkplatform and set-top box terminal product for about20years. HW Company is planning tostart the project development for Smart TV set-top box project, to meet the market demand.In order to have a more in-depth understanding of the Smart TV set-top box markets, thispaper design of a detailed questionnaire to research the customers· cognitive, sources ofinformation, and purchase decision-making information, those would help to get acomprehensive understanding of consumers brand preference, price acceptance. What·s more,according to collect the second-hand information get an understanding of the competitioninformation as well as the development of the status quo and development trend of theindustry.In this paper, based on the scientific market research methods, it collects of a lot offirst-hand market information on smart TV set-top box, and to sort out the existingsecond-hand information. On the basis of a comprehensive understanding of the smart TVset-top box market it proposed HW smart TV set-top box marketing strategy. It is hoped thatthe research of this subject can provide a scientific basis to the HW entering the smart TVset-top box market and provide recommendations for launching HW smart TV set-top boxmarketing strategy. Research of this subject also hopes to play a certain reference to thedevelopment of the same industry. Therefore, the study has important theoretical value andpractical significance of the subject.