Research On The Marketing Strategy Of JZ Company Set-top Box

With the continuous development of the radio and television industry in China, digital TV will go faster and faster to people’s daily life, which will lead to the rapid increase of demand to set-top box market. However, with the increasingly fierce competition among domestic set-top box manufacturers, as an enterprise of scientific research and traditionally professional broadcast television equipment manufacturers of set-top boxes, when facing the opportunities and challenges, how should JZ formulate suitable marketing strategy to win the competition according to their own development? The thesis gives some research on the above issues.This thesis pointed out the advantages of marketing system in JZ Company and also some existing problems with JZ Company’s current marketing situation and its industry background of set-top box. It analyzes the characteristics of competition in set-top box industry, the macroeconomic environment, the micro-environment JZ company is facing, and also strengths, weaknesses, opportunities and threats by SWOT analysis.On the basis of the above analysis, the thesis presents the company’s marketing goals for the next three years. Through market segments, JZ Company defines its target market. At the same time, according to the actual situation of the company and relevant marketing theory, JZ Company proposes its marketing strategy, including product strategy, pricing strategy, distribution channel strategy and promotion strategy. Finally, it analyses the measures to safeguard the implementation of marketing strategies. JZ Company formulates an effective marketing strategy from the company’s development and its coping with competition. The findings of the thesis offer some help not only with the further development of JZ, but also provide valuable suggestions to other companies in set-top box industry.