Brand Survival Of China's Wired Digital Pay Channel

Along with the digitization of the whole Cable TV networks comprehensive advancement, our wired digital television development yields the gradual result. Different from overseas pay television operated in the analog TV times, our pay channel is born along with the digital television technology development. Therefore, the digitization of the whole Cable TV networks not only makes the comprehensive digitized promotion to the wired digital television system, but also explore pay TV operation pattern that adapts our subscriber market.Dated from the birth, our pay channels have participated in the market competition by the market main body status. They not only must face nearly 120 pay channels' competition, but also must face "the survival security war" of the analog channel.The oversea channels invade audience's market by any way. In fact, the general subscribers are not satisfied with DTV. Firstly, subscribers don't like to pay any to the DTV; Secondly, the content of DTV has no attraction. Our pay channel "strives for the survival in the crevice".The low quantity of subscribers, whose market share grows slow, is difficult to support the DTV industry. In the "monopoly competition" market pattern, the operation organizations of DTV can't control the price, and difficultly form "the partial monopoly profit".The author deeply felt the exploration of pay TV survival important. At present, there are many works and articles about the digital television, but they basically also pause in to the digital television present situation investigation, like Huang Shengmin's "the China Digital television Report (2,005)", the domestic theory field does no systematized research about the operation about pay TV. There are many translated works about the operation of DTV, such as "Digital television Strategy"; but because of the difference, our DTV cannot use the oversea operation pattern with no change. The development of our DTV needs solving-way to meet the difficulty of survival.Under such research background, the author take "our pay channel" as the research object and explore how to break through the difficulty, using the real diagnosis analysis and the standard analysis. There is the objective conclusion with the chart sign appropriate analysis, and no subjective value judgement in the real diagnosis analysis. If the real diagnosis analysis must explain "what it is"; Then the standard analysis hoped to explain "what it should be ".The real diagnosis analysis provides the powerful support for the standard analysis; The standard analysis is the concrete application of the real diagnosis result.In the research process, the author proposed the argument that our pay TV should the road - brand survival, which from the oversea experience and myself domestic experience accumulated in the pay TV ' marketing.The brand , with "visible" and "invisible" characteristics, can help the product distinguish from others. The brand process of wired pay channel include two things: the specialized operation and the brand management system.In fact, the brand ability of pay TV is manifests through the subscriber response. And its brand ability is measured by brand property which is the attachment in the product and the service value. This value (its brand property) changes the market pattern through influencing subscriber cognition.Therefore, operators should put the brand idea into the entire process of subscriber value production-subscriber value choice, provides and disseminates. That will truly achieves channels' specialization and the brand management system comprehensive formation, thus molds the difference competitive advantage. Based on such theory system, the author constructed a "subscriber value transmission model", which makes the brand process unify with the subscriber value transmission:'The subscriber value choice' is the core of its brand realization. In the subscriber value choice process, the author has introduced the strategic model "STP", which helps pay channels seek difference, compared with the competitor , in the function and the idea."The subscriber value providing' is the brand foundation. In the localization, operator should do content ordering, formulates the appropriate price system, and simultaneously establishes the marketing channel and the service channel.'The subscriber value dissemination' is the brand key. It helps the subscriber to establish the brand cognition and the brand image as the foundation brand knowledge structure. There are three aspects: the brand element choice and design, marketing activity planning with the execution, the brand associates; thus makes the brand property unceasingly to rise, causes the brand premium possibly.If, in the actual operation , the these three links can be made the effective union, not only can solve the two question: "paid program without attraction "and "market introduction dynamics is insufficient"; Also can realize brand premium through the brand property accumulation, thus causes them to form "the partial monopoly profit" in the monopoly competitive market structure. And the paid channels can road-brand survival.