Research On The Marketing Strategy Of HFCATV HD Interactive Set-top Box

With the development of IP network technology and communication technology, many kinds of TV media are emerging,Digital TV era has finally come.such as smart mobile video service, Internet TV, IPTV and other new media.These are in the position of the impact of cable TV.HFCATV only depend on diversified TV channels and complex programs and one-way service must to be abandoned by the market and the audience,it has to carry out a wide variety of interactive value-added services to bring back the loss of audience in order to compete in the Internet, telecom and other operators Heel.Each medium has one or more of the corresponding terminal to achieve the interactive business, how to promote the High-definition interactive business,the HD interactive set-top box as a terminal, how to make sure that it can sell successfully are the problem that HFCATV need urgent to solve, this paper aims to study HFCATV’s marketing strategy of HD interactive set-top box.using SPSS statistical analysis software to analysis the data of HFCATV’s user, provide data support for formulating appropriate marketing strategies; using the method of PEST and FIVE FORCES model to analysis the external macro environment and micro environment of HFCATV competition environment;using SWOT analysis of cable digital electric as the internal competitive environment, and then develop and implement targeted 4P marketing strategy.finally, this paper make the guarantee measures of the marketing plan from the point of view of improved HDinteractive set-top box function and HFCATV’s development in the trend of triple play.This paper’s main research conclusions are as follows:as a business platform,the HD interactive set-top box’s marketing results has relationship to the development of future business. the HD interactive set-top boxes should be positioned in high income, stable viewing habits, young people who experience the personality of fresh things;the HD interactive services’ product development should be more personalized, professional, and differentiation,according to different consumer groups and product differences to develop appropriate price standards,strengthen channel construction,focus on cooperate with the third party channels and vigorously carry out promotions of HD interactive set-top box to quickly capture the market.finally, formulate and strictly implement the corresponding safeguards to ensure that the results of marketing programs to make sure consolidation of high-definition interactive set-top box target market.I hope this paper can be a reference for the development of Hefei cable.