Diagnostic Study On The Target Market Strategies Of GX,a High-tech Start-up Company

With the constant changes in the market environment of the satellite Internet industry,the competition within the industry is rapidly intensifying.Furthermore,domestic policies and systems have been issued to support high-tech enterprises and satellite Internet.GX,as one of the start-ups,has technical advantages as well as a good market base on the enterprise side,industry side and government side.It is now facing the opportunity of whether it can take the lead in completing the market transformation,occupy the mass consumer market share,and grasp the trend of the industry.However,in the process of transformation,GX has repeatedly hit a wall in the mass consumer market.The purpose of this thesis is to explore whether there are problems in GX company’s target market strategy through the diagnostic research on the formulation and implementation of GX company’s target market strategy.And if so,identify the causes and design strategies to solve them.In the theoretical research phase,a large amount of literature related to target market strategy was read;theories related to the life cycle of technology adoption were studied;the company’s reality and relevant data were collected and organized;one-on-one interviews and focus group interviews were used to understand employees’ views,and questionnaires were used to collect corresponding information from the market side,and statistical analysis tools were used to identify the significant problems and their causes behind GX’s target market strategy.Through the above research,it was found that GX’s current target market strategies of B-end products and C-end products are basically in line with the current situation of the company’s development situation,and the main problems are mainly reflected in the target market strategy of C-end products,which is manifested by blindly launching C-end products.The reason is that GX Company lacked a grasp of the development stage of the enterprise and lacked attention to the target market strategy.It directly transplants the target market strategy of the B-end and G-end products to the C-end products using the same technology,and launches those C-end products on the market without considering whether it was the right time to expand the technology to the mass market.It is extremely easy to cause a waste of resources.Based on the research results and analysis,this thesis provides GX with recommendations on target market strategy formulation,implementation and corresponding marketing strategies from both the left-side stage and the crossing stage of the "canyon" in the technology adoption life cycle.Through a series of solutions,we hope to help GX company adjust its target market strategies,seize valuable market opportunities,complete market transformation,successfully cross the "canyon" of the technology adoption life cycle,and occupy the mass consumer market share.