The Marketing Research On European Digital TV Market Of Deli

Deli is one of the leading companies in TV broadcast, wireless and optical communication measurement industry in China. It has 6 product line with over 30 models including TV analyzer、Optical meter、Spectrum analyzer. Deli is the top brand of TV&broadcasting instrument. Some products have even over 70% market share. As the accumulation of technique, product design capability, production quality, Deli has less and less gap with the international companies and has the confident in exploring overseas market, especially European market. Today Deviser has succeeded in going out, and Get in partially, but still has a long way to walk up, especially in European market. The European customers not only care for price and performance, but also the technique solution, pre/after sales service. As a private company, deli is young and service idea is conservative. It is obvious that the sales system of Deli is imperfect and exits some problems which have affected the promotion in the European market. The improvement becomes more and more necessary.Combined current marketing status and European competition status, this thesis analyzes the problem of service marketing management and come to the conclusion of service marketing necessity. In the meanwhile, using the related theory of STP, marketing mix, international marketing, this thesis raise the strategy of marketing focus and marketing mix and hope to solve the existing problem in marketing of Deli. In order to ensure the effective implementation of the marketing system, this thesis elaborated marketing implement from three aspects corporate culture, enterprise information systems, overseas sales team.The marketing focusing, service mix and implement tactics mentioned above should be developed with comprehensive and balance, otherwise each part maybe will become the short board of company. It hopes that comprehensive improvement, establishing idea of "market- orient", "Customer centric" will make deli succeed in intense competition and expand its market share.