| This thesis illustrates significant importance of Jilin CNC with its running module to IPTV, as well as analyzing to IPTV marketing prospects and competition architecture, clearing the IPTV market classification, positioning and promotion strategy. It could be of valuable reference to Jilin IPTV promotion practice and resources integration campaign.Four parts are included in this thesis:The 1st Chapter: The possible marketing issues Jilin CNC is facing Landline, ADSL, and PHS is the main three service of Jilin CNC and currently the running situation is: phone service decreases and profits lessen, landline and PHS service decreases and ADSL service runs well but tendency of slow development emerges. IPTV is a new system where multi-interactive digital media service with digital television service included is delivered to family consumers by using Internet Protocol over a ADSL network infrastructure through terminals of IPTV STB and television, which actualizes BTV, NVOD, VOD and more value-added services, such as information service, video phone, online game and distance learning. Adoption of IPTV will help Jilin CNC fasten the development of ASDL, materialize the structural reorganization and push forward the convergence of telecom, internet and CATV networks.Jilin CNC isn't permitted to run the IPTV service by itself, two reasons could be included: one is they didn't get the license and the other is there's no video resource for BTV, But how could we resolve this? The only way is cooperation with CCTV who has its own advantages: the IPTV license issued by SARFT, extensive video & audio resources and the biggest television program supplier in domestic. And the advantages Jilin CNC has: the advanced ADSL technology and devices, the powerful market promoting strength and leading technology advantages. Therefore, CCTV and Jilin CNC could achieve the goals of mutual benefit if they both are under cooperation, for they both has its own obvious advantages and both can come out as winners.There still exist some problems in IPTV promotion research, market classification, product combination, pricing strategy, promotion channel and promotion campaign. Jilin Telecom should pay attention to the following aspects:Market SegmentationTo give priority of advantages of Jilin Telecom multi-service and customaries service according to different clients needs To build up a famous brand based on the service To set the price taking clients'consumption level into consideration To emphasise the social promotion channel builiding besides its own promotion channelTo make more flexible promotion methods and stepsThe 2nd Chapter: Jilin CNC operating environment analysisThe authoritative research shows a positive prospect: the main land is about to be the biggest IPTV market till 2010 and customers will reach 21.927 million till 2011. According to current situation in some IPTV trial cities, the number of total customers is 560 thousand, twice times than the customer 20005. And the Changchun City potential customer market survey also indicates a huge potential market exists in Jilin.There are five operators in Jilin CNC munication market besides Telecom and theoretically each has possibility to cooperate with another company who has the IPTV license according to the module"Jilin CNC +CCTV". From the analysis of survey, Jilin Mobile and Jilin Unicom has no chance to invest IPTV, because they has no connectivity between NNI and customers; Jilin CNC, Jilin TieTong and Jilin Satcom currently has no competitive advantage to run IPTV service. So IPTV has the obvious advantage compared no matter with the traditional television, module: Jilin CNC+CCTV or digital television operated by Jilin Catv.The 3rd Chapter: Target market and market positioning of Jilin CNC IPTV based on market SegmentationThe princple of market classification: to carry on this classification in two ways simoutinously: industry and disctrict, and future specialize the classification in details based on the differents clients'features and demands.We can analyze the IPTV service itself in several aspects: from the point of industry, it could be classified by industry customer and individual customer; latter includes urban market and rural market. In urban market, low level customers, medium level customer and top level customers according to consumption level; and in rural market, two scenarios includes the area covered by cable TV and area not covered. In urban market, the target customer should be focused in initial period on those has medium level payment, eager to accept the newly merged stuff and interested in video and interactive online multi-media service, mainly the medium and top level customers. And in rural market, the area where hasn't been covered by cable TV becomes our target market and moreover, there is no competitor in a short period; in industry customers, we focus on the hotels with big scale, the modern remote education project for rural officials and party members, and remote education service to junior and middle schools.The 4th Chapter: Jilin CNC IPTV marketing strategy based on the above analysis It's important to classify the IPTV compared advantages with the computer and television and we should focus IPTV service on the urban customers who are interested in video steam and interactive online multi-media, special expertise and rural customers which hasn't been covered by cable TV, and supplying a new media full of extensive video and interactive service to satisfy the customers and meet there needs to information browse, program appreciation, interactive game and telecommunication.As we know from the IPTV market survey, the customers prefer VOD and value-added service, and among these value-added service, music, information search, game, news, weather and video phone are listed as top 6, and peasants prefer those information related with agriculture.Based on the this market survey, Jilin CNC and CCTV worked out IPTV service list, includes: BTV 100 programs, VOD 7000 hours, and 300 hours updated per week, NVOD 7X24 hours and value-added service, such as information and news, music and Karaoke Television, online game, video communication, new rural area, monitoring, ads and TV vote.There are 3 methods to achieve the products integration: one is to integrate the IPTV products and other services; the second is to integrate IPTV service with other services of Jilin CNC; and the third is to bundle the IPTV service to TV.IPTV can be classified in 3 level based on the feature itself, its customers and services, the first level is IPTV itself, and the second is customers and third services. The price setting is based on the cost, taking customer needs and competition situation into consideration. Or in other words, the highest price is determined by the market needs, that's the bottom line of consumers; the lowest price is determined by the cost. And between the highest and lowest, the company could determine the price according to price situation of competitor and substitutes, and thus different target customers and different price planning in different periods has been developed taking all inner and outer impact factors into consideration.It's very essential for Jilin CNC to broad the promotion net and build the promotion channel system to explore more IPTV customers. To build the company's own promotion channel takes priority and build the social promotion channel as assistant, and set more agencies and cooperative organizations to improve the promotion channel completed and better. Ensure the compensation to agencies more suitable and control more strengthen.We must give full play to ads and promotion in course of exploring IPTV market. The advertisements for Jilin CNC IPTV are carried out in two ways: direct way and indirect way. And promotion is taken into consideration in several modes: the holiday promotion, the bundle promotion, the accumulating points special promotion and consumer promotion. And the promotion period could be classified in 3 steps: the stories cooked up, the user experience and the promotion in large scale. |
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