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A Study Of Marketing Strategy Of X Company's Voice Processing Chip

Posted on:2021-03-14Degree:MasterType:Thesis
Country:ChinaCandidate:S X ZhangFull Text:PDF
GTID:2428330611465215Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the development of science and technology,great changes happened in the ways of communication between people and machines.From mechanical keys to touch screens,and now voice control,free our hands when we were talking to machines.voice interaction as the most natural way of human communication will become more and more common.As a supplier of speech signal processing chips,X company provides an overall solution from chip design to application system design.Its technology is at the leading level in the industry,but it has encountered many difficulties in the domestic market promotion.Its business has a small proportion in the domestic voice interaction industry,and the revenue of voice processing chip accounts for a small proportion.The growth rate is far behind the natural growth rate of the industry.In front of these problems,how to break through the bottleneck and find the growth point that belongs to the company and business scope is the top priority of company X.This research takes the speech processing chip of X company as the research object,under the guidance of marketing theory,through literature research,interview,questionnaire survey,to identify the the problems of speech processing chip products in the target marketing strategy(STP)And the marketing combination strategy(4P)two aspects,analysis of the causes of the problems,and in view of the problems and causes,the product's target marketing strategy and 4P marketing suggestions.This study found that X company's voice processing chip business is lack of effective market segmentation,target market is not clear,product positioning is not clear in the target marketing strategy,as well as a series of 4P marketing problems.Including,the product characteristics need to be strengthened,the solution integrity is insufficient,the price is high and there is no price gradient,the sales channel is too wide and not focused,and the market promotion investment is insufficient.In light of the above problems and their causes,this study suggests that first of all,company X should re-establish its market segmentation standards,focus on voice remoter market,and highlight product differentiation selling points.Secondly,we should improve the performance of voice processing chip products,improve the integrity of solutions,rapidly occupy the market with excellent prices,integrate and shortcut agents,vigorously develop design partners,make full use of new media,and invest market promotions in publicity.
Keywords/Search Tags:Voice process chip, STP Strategy, 4P Combination Strategy
PDF Full Text Request
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