Study On The Marketing Strategy Of UP TV

Digital TV totall trabsformation has been a major event in the country's Broadcast Television industry far many of the cities and areas where the totall trabsformation has accomplished, it will be an utmost goal to be achieved with continuous efforts to run a value-added business rather than traditional business. It is especially important for the marketing of Pay TV.digital TV will became a inevitable technology.The digitization of CATV brings opportunity and challenge in its ranid development. There are some problems in the marketing process of digltal TV,such as the lack of funds,lagging enterprise organization slowly progress and ambigusous payoff mode.Based on the theory of the brand management,combined with the status quo of media brand management as well as its special nature,this thesis analyzed the elements of its system and summarized the contents. It pointed out the possible risks in the process of building the system,putting forward the recommendations of risk aversion.This thesis expunds some ideas and unders andings of the marketing of Pay TV from the perspective of the current situation,characteristics and marketing practice.This thsis holds that the UP TV marketing counseling to digital television in the "ice age" made a qualitative leap, a breakthrough marketing channels are sluggish, lack of content providers and consumers need to cultivate members of several major problems that can be the following aspects: for the channels are sluggish, to take "1P +3 P" marketing mode of cone-shaped, in this marketing model, focus on deepening customer relationships, and to the core as a marketing channel to view, lies in its integration of the fundamental channel, terminal force; while the fourth chapter in the build tree to the content system and the innovative content of the value chain model can look forward less than the bottleneck of content to help; Finally, the fifth chapter of building a database of digital TV customer relationship management system and the four membership-based network marketing with a view to resolving the present stage of consumer awareness of digital television in general the lack of recognition and acceptance of restrictions.