| Digitalization is the advancement tendency of China TV industry. Digital TV lays the foundation for the development of Pay TV. Recently, the promotion of digital TV has gained considerable progress, however, it encounters the problem of " viewer quality bottleneck" in lots of areas in China. Among the limited prescribers of digital TV in China, even less voluntarily prescribe the Pay TV service. The reason lies in various aspects. Studying the status quo of the current practice of digital TV, we find Pay TV does not appeal to viewers, and the marketing of Pay TV is not clear. Consequently, there is a lot to do to make TV viewers voluntarily pay what they watch instead of sticking to the routine of watching TV free of charge. Pay TV commercialized the digital TV. Therefore, the exploration of the marketing strategy for Pay TV has profound realistic significance for the advancement of China Pay TV. At present, there are series of problems in the marketing link of China digital Pay TV. Problems, for instance, are the lack of coorporation between its commercial agents, programs being short of attractiveness, and mistakes in viewer orientation, so on and so forth. Besides, there is considerable space of perfecting in such aspects as fee-charging, promotion channels, and brand-building.No matter in America or in Europe, digital Pay TV is of a new service, and western experiences can not be entirely refered to since China broadcast and TV system has its own distinctive features. As it's a new matter in recent years, organic and systematic study about digital Pay TV still lacks.This paper aimed at problems existing in the practice of China Pay TV mainly explores marketing strategies for viewer orientation, product, price, promotion channels, and brand. Furthermore, it suggests marketing compund strategy in expectation of bringing positive influence on the healthy development of China digital Pay TV. |
PDF Full Text Request