Study On Marketing Strategy Of Shenzhen Cable DTV

In globally attracting Chinese market in the 21st century, the DTV industry is one of the industries with unique charm. The reason lies as follows. The first is the rapid growth and the exciting development potential of DTV in China. The other is the significant marketing transformation and the colorful marketing connotation in this industry.DTV was born in Europe and America in the 1980s. In China, DTV developed from the cable television. Recent years, with the rapid development of DTV technology and unification of technical standards in the world, Chinese cable DTV gained substantial development. The development of DTV can not only make an improvement in the cultural living standard, but also bring good opportunities for the country and related industries. However, according to status quo of Chinese cable DTV, the industry is restricted to a certain extent, due to such problems as the influence of watching habits, shortage of program resources, complexity of operation networks and the lack of effective operation model. It is undoubtedly the key for cable television operators as one of the leaders in the cable DTV industry to find an appropriate operation model and adopt an effective marketing strategy to achieve a qualitative leap after the transition from analog to digital.Shenzhen as the first city starting DTV development is one of the five pilot cities on the transition from analog to digital. Shenzhen Topway Video Communication Co., Ltd. (short as Shenzhen Cable), as the operator of cable DTV in Shenzhen, launched the trial run of DTV from 2002. It started the overall transition in the Shenzhen area from July 2005 and successfully completed the overall transition from analog television to DTV by the end of 2006, learning a lot in market operation and promotion.Based on an depth survey in the demand of different customers and the current status of cable television in Shenzhen after the overall transition, the author, combining the trend of cable DTV industries in the world, adopts SWOT analysis method to study its advantages and disadvantage compared with its competitors as well as opportunities and threats in the target market, and applies the marketing theories related to determine the market positioning and marketing strategy of Shenzhen Cable. Moreover, the author makes an empirical study on the implementation and guarantee of the marketing strategy after the overall transition in Shenzhen.Entering a digital era, network operators are required to establish new marketing concept and completely change the traditional operation frame, model and concept of the analog cable television. "Market oriented, customized marketing" has become the basis for the development of the current network operators. With many years engaged in network operation companies,, the author in this article uses marketing theory to propose a marketing strategy for Shenzhen Cable after the overall transition, aiming at providing a reference for the development of Shenzhen Cable and other network operators in China.