IPTV Marketing Strategy Of Liaoning A Telecom Corp.

Following the development of people's living standard, the internet technology with broadband has become one of important part for almost every family. People's habits and customs has been changed by internet, information collection and consultant are no longer the major application toward internet for people. High bandwidth, video, interactive with internet are not unfamiliar for people anymore, the extensive application with web TV and video telephone acquired a firm experience for the development of IPTV. Internet technology with broadband gets vigorous development accompany with its own increasingly exuberant requirement. It has become reality to transmission of distinct video, audio and so on by broadband, which established a steady foundation of network and technology for IPTV business developing. With numerous experience of video in internet, people are no longer satisfied with traditional passive TV experience, interactive and personalized application has become a new fashion. The needs of people's new requirement are satisfied by the rise of IPTV.Since competitive mechanism has been introduce into China telecom market, mobile corporate get rapid development, which threatened the traditional markets of telecommunications enterprise. The fixed network corporate (including both China Telecom and Netcom) is facing severe challenges, and new development spaces are needed to be found urgently, in this case, telecommunication industry will be adjusted. The network and traditional fixed line business which operated by A Telecommunications can not respond to its users growth and diversified demand day by day, and there is no doubt that the ARPU value of fixed line business is continuing glissade. Facing the predicament which the revenue of main business unceasingly decreasing, both domestic and abroad major fixed network corporate put their view to the flourishing developing broadband increase in value business, by this way to seek new revenue resources. IPTV is most likely to become the key point which help fixed network corporate to achieve enterprise strategy transformation.A new type of mutual multimedia broadcasting operations has been provided by IPTV, a new train of thought of business developing and commercial operation mode also furnished by IPTV, meanwhile, an enterprise transformation opportunity for China telecom industry also has been supplied by IPTV which help China telecom industry transform character from network operator to modern comprehensive information services provider. For the reasons above, the research of market prospect of IPTV business and its developing strategy is extremely necessary for telecom corporate.IPTY is completely a new business, while in developed countries there are plenty of successful cases about IPTV; In China, both"Henan mode"(which method is countries surround cities) and"Harbin mode"(which method is blooming in central area) are exist, and a proper marketing mode for A Telecommunications has been found by this thesis via our careful analysis. For the telecom industry division, IPTV belongs to both broadcast and telecom and it also undertake the task of"three nets fusion"which inosculates broadcast, telecom and internet, therefore, the industrial chain of IPTV is extremely complicated. As the core of whole IPTV service industry, The advocates of IPTV business, A Telecommunications has to establish a stable and energetic IPTV industry chain to promote the healthy development of IPTV business. Bureau of broadcast and radio is content supplier, license examination unit and competitor with telecom corporate for IPTV, so how to deal with the relationship with Bureau is extremely important for the development of IPTV. Marketing success depends on customer's approval. IPTV users could be divided into several kinds as family, business, government and so on, which has different service and price demand with IPTV suppliers, based on these reasons , the categories of marketing methods and channels for different kind of customers are entirely different.In this thesis, the background of IPTV technology was introduced, IPTV market environment's foundation for A Telecommunications was analyst, and industry chain of IPTV and its business mode was further discussed, based on all the steps above, with SWOT analysis, combined with A Telecommunications'situation of IPTV business and its advantages and disadvantages, with acknowledge of marketing management and so on, a discussion and research were carry out about A Telecommunications'competitor, customers'demand and IPTV business development and marketing strategy. Finally, a series of operation and marketing method about IPTV business for A Telecommunications had been proposed, and the development for IPTV business of A Telecommunications which transmitting its corporate gets a good guide.After thorough analysis, from a perspective of a region telecom corporate, A Telecommunications IPTV business and marketing strategy had been analyst. In competition area, we should avoid price compete with other telecom corporate, and find differentiation; seek for cooperation with Bureau of broadcast and radio, compete for support; for demands of customers, carry out marketing strategy with different channel, provide different experience for different kinds of customers; at the beginning, the main purpose is bring up customers using habit and instantly penetrate into the market, while at specified future period, using high quality content and personalized services to improve business profits. For each supplier on the industry chains, we should try to bind each other with interests as much as possible to realize win-win, for the internal of the corporate, operators should improve all of the employees'marketing consciousness, and operate IPTV business as strategic business, and increase the level of service. The future competition of IPTV still will be focus in compete for service market, so the customers experience should be strengthen, and customers'value create and redevelopment needed to be realized. In the short-term of recently, the foundation price should be decreased, by this way get a price advantage to absorb mid-level and junior customers, broadband bind marketing strategy still should be insisted, increase dynamism in developing customers and show loving care to customers; and for a long-term business view, A Telecommunications could build IPTV business as a strong brand, increasing the value of the business and the strengthen of its promote, put establish a family of interactive entertainment platform for broadband integrated as a goal, and Resolutely implement differentiation competition strategy.