Tianjin Digital Cable Television Marketing Strategy

Marketing strategy and development strategy are very important in the company. The CATV are standing on the background of the great reform and great innovation, Following the rapid change of the market environment, making the correctable marketing and development strategy will cause the CATV to develop quickly.Firstly, with the aid of PEST model, the environments of the CATV including policies, economy, social and technical factors have been analyzed; and the present conditions and the competition of the CATV industry have been studied from the present competitors, the potential incomer, the substitute and the ability of the purchaser's bargaining by the analytical approaches of Porter Model.Secondly, Aiming the present situation of the CATV in Tianjin, the resources inside the company including Organizational Structure, Human Sources, the Marketing, Finance have been analyzed and the problems have been summarized; Applying the SWOT model, the comparison of the opportunity, the threaten, the strength and the weakness about the CATV in Tianjin has been made and quantitative analysis methods have been used to forecast Tianjin CATV user's scale. The Marketing strategy of the CATV in Tianjin has been determined.Finally, The author has discussed the marketing strategy on the digital television, the abroad applying of broad-bank networks and the customer serves according to the requirement of the CATV in Tianjin; simultaneity, the development strategies of Tianjin Digital Cable Television has been proposed and paid attention to the innovation of management structure, development mode, service thoughts and company culture, especially the importance to carry out the overall strategies efficiently.