The Study On IPTV Marketing Strategies Of Liaoning Unicom

IPTV is the combination of traditional television broadcasting business and Internet business as well as a relatively new business, in order to carry out IPTV business, the domestic telecom operators just copy the mature experience from other countries. Nowadays, more and more experts and scholars have carried out studies on IPTV, but most of this kind of studies emphasis on technology development areas. The studies on IPTV marketing strategy, especially for local telecom operators on IPTV marketing strategy are very few.Liaoning Unicom is one of the most important telecom operators in northeastern part of China. Since 2006, Liaoning Unicom has taken great attention to IPTV business which is considered as a new product and business. The investment on IPTV increased year after year, and the scale of users increased very fast. After several years of development, Liaoning Unicom has made some achievements with its IPTV business, but there are still many shortcomings with the marketing strategy, which was an obstruction to the development of IPTV business to some extent.This paper analyze some problems of Liaoning Unicom IPTV marketing strategy, and the causes of these problems; then analyze the marketing environment which contains macro environment, inner resources and capabilities, competitors and customers; finally, from production, price, place and promotion, give the suggestion of marketing strategy and some specific safeguards:phased target market positioning, improve service quality, integration of value chain, establish professional marketing team, increase financial security efforts, focusing on organizational culture.With the study on IPTV marketing strategies of Liaoning Unicom, this paper will give Liaoning Unicom a framework proposal on its IPTV development.