The Research On Cable DTV Marketing Strategy Of The Net Center Of Xuzhou Broadcast

Digital TV technology has been put a high value in our world. All nations treat it as a "strategic technology" in the information time. In 2003, China had made digital time-table of Cable TV, a program generally extending cable digital TV, following the route from east to west, But the broadcast and TV system formed in the planned economy, shows ability not equal to its ambition when facing the market. Up to 2005, the number of digital tv subscriber was still small far from the original market goal, especially in Xuzhou, whose subscriber number is zero. It is nessary to prescribe the marketing strategy of cable digital TV.This paper takes the marketing of cable digital TV of net center of Xuzhou broadcast and tv station as researching object. After systematically discussing the marketing theory and concepts corresponding to cable digital TV, the paper analyses the outer surroundings and inner conditions of the cable digital TV of net center, and some conclusions have been reached, such as opportunity and threaten the net center face, the advantages and disadvantages of the center. According to the market research and analysis on potential subscriber, this paper also prescribes the marketing strategy of cable digital TV, Which mainly includes the product design, the product development and the brand marketing product strategy, Infiltrates catches fixed price and discount fixed price strategy and so on ,as well as taking advantage of advertisement, public relation and other sale-promotion strategies. Finally according to the marketing strategy and relevant analysis, practical suggestions have been put forward for the network center to establish a highly effective supporting-system for business operation.The research of this paper mainly consists of the combination of theoretic and demonstrated analysis, including visiting families, questionnaire investigation, PEST analysis and SWOT analysis and so on. The results of this paper will provide some practical helps and guidance to those whose cable digital TV projects have not begun on the fields of product design and marketing.