An Analysis On Marketing Management Of Catv Triple Play Intelligent Home Gateway

Triple play refers to the telecommunications network, radio and television, the Internet to achieve the three interconnected network system, the integration of each other, the user can be achieved through a network calls, Internet and broadcast television network features three categories. In the early 1998 put forward the idea of triple play, and until 2010, the pilot was able to promote the practice of triple play services. Although the construction and promotion process lasted for over 10 years, but this means that sooner or later to be incorporated into the triple play of the channel in the future people will come to realize the traditional telephone, telecommunications, Internet and other functions through an integrated network. For radio and television operators, triple play will bring a very large impact on its existing network, radio and television operators and Internet access may lead to a very broad user base, but with the telecommunications network access the market is faced with so many obstacles and technical problems. At present, China’s macro-environment, economic and social environment objective needs two network radio and television networks and the rest as soon as possible to achieve integration, and technical environment and legal environment has meant triple play facing many obstacles yet complete solution.Compared to the Internet and telecommunications networks, radio and television network is the most traditional information dissemination network, but the network has the same basic network has the most abundant group with the first two, also has an irreplaceable technical superiority, the game between the three necessitating the three major networks, and three for a while from the user requirements and operating costs and other considerations, the integration of the three networks broadcasting is an inevitable trend. Triple play means that the three major networks carry out their duties in the original situation will change, market game between the three operators will be launched with a new attitude. For radio and television networks, marketing and management background work under the triple play, the rise and fall of great significance to its survival.In this paper, the triple play as the background, the background of the new era, after the triple play radio and television networks, radio and television networks to make a study of the marketing strategy. This study was carried out through the integration of the background of political, economic, social, scientific and legal environment analysis, the introduction of radio and television networks the current background environment, and strengths and weaknesses, opportunities and threats as internal marketing motivation basis for radio and television network marketing ideas design, its future marketing strategy put forward the scientific, instructive suggestions.