The Research Of Promotion Strategy Of Chinese Cable Digital TV

Having gone with the gigantic tide of global digitalization, DigitalTV industry has become one of the most striking economic growth pointsall over the world. Since the 90s of 20th Century, United States, EuropeUnion and Japan, which are the earliest digitalized countries for TV massmedia, have respectively entered into the threshold of commercialapplication of Digital TV. At the same time, by the pressure ofdigitalization and impelling actions of state government policies, Chinahas also begun to implement her popularization strategy of Cable DigitalTV.With the elevation of Chinese Cable Digital TV by the promotion ofstate government, a series of problems has also been exposed, such as thelag of Digital TV technological standard, the obstacles of cable networkconformity, the lack of Set-Top Box and digital TV program contents, thejuvenility of digital TV market as well as the pricing system, theconservative viewing habits of Chinese TV audiences, the blemish ofhard-core technology and digital TV Industry Chain, and the dire need fora mature commercial pattern, etc. These are all greatly challenging thedevelopment of Chinese Cable Digital TV.As a result, experts and scholars from Mass media as well asJournalism colleges are sparing no effort to figure out a solution toovercome these drawbacks for a rapid escalation of Chinese Digital TVIndustry.The cities of Qingdao, Foshan, Hangzhou, Shanghai, Taiyuan andSuzhou are in the highest flight in Digital TV popularization. Their modesof developing Digital TV are unique, and have relatively realized theEconomy of Scale, which give us a lot of illuminations for Digital TV Industry. However, these modes are circumscribed to a typical area andare definitely not applicable everywhere. Therefore, an innovation tothese models is very essential. Based on the research of the industryenvironment, Contents producing, Business operation and marketingtactics for Digital TV in China, I write this dissertation to probe into thedeveloping strategy of Chinese Cable Digital TV. The gist and main ideasof my dissertation are as follows:In the first part,Ⅰanalyzed the connotation and extension of CableDigital TV, and clarified the definition of digital TV;In the second part,Ⅰexpounded the achievement of Digital TVdevelopment in major western countries, especially the experience ofpopularizing Cable Digital TV, which enlighten our system a lot;In the third part,Ⅰreviewed the course of Chinese Digital TVdevelopment for the past decade;In the forth part,Ⅰmade a thorough analysis of the obstacles andflaws that lead to the stagnation of Cable Digital TV promotion in China,and offered some feasible solutions to break through the bottle neck;In my last part,Ⅰconstrues three most famous patterns of CableDigital TV popularization, that is, Foshan pattern, Hangzhou pattern andShanghai pattern, and analyzed the advantages as well as disadvantagesof these modes, then put forward a applicable way out for developing andpopularizing Cable digital TV based on the contrast and enlightenmentof these successful modes.