The Research Of ShangHai Telecom IPTV Marketing Tactics During The Growing Period

With the continuous development of new media technology, the passive television viewing patterns can't meet the people's needs any more.The diversification of consumer demand is accelerating the development of the new media industry business under the pushed customer's demonds from passive to active participation such as in television video on demand,interactive games,. Digital Cable TV, IPTV, Internet TV have come to the center of the video information entertainment stage,those three kinds of business are all have two-way interactive capabilities, the homogeneity of the contents make the new media market fiercely competitive.With gradual shrinking of the fixed-line phone market and keen competition from the mobile phone, Shanghai Telecom voice ARPU rate is dropping continuously. However, Telecom becomes the largest broadband Internet operator by the rapid development of Internet. With the Internet access market has been saturated, the flourishing Internet business become the battleground for many companies, under this circumstances, IPTV has become the strategic transformation of Shanghai Telecom's Internet access business, Shanghai Telecom strive complete the change from the traditional voice carriers to integrated information service operator through IPTV. After 5 years development of the Shanghai IPTV, users have reached millions of people. In order to stand out from the direct competition of cable digital TV, and Internet television potential threat, Shanghai Telecom must make full usage of IPTV's advantages to build the featured content of business, and competitive products which is distinguishing from other compete product in the market.Based on the background of Shanghai Telecom's IPTV business development, analyze the development of the major competitive products --IPTV digital cable TV, Internet TV. Through the analysis of IPTV consumer survey data, summarized the user characteristics of Shanghai IPTV market, make some analysis of the marketing strategy for the target market, I hope some of ideas for the Telecommunication Operator to expand the way of their thinking.Also I would express some recommendations in the end,hope this will be helpful for the Telecommunication Operator to improve the IPTV business.