| With the analogue television signal will be completely out by 2015, digital television has begun to enter the family. It is rich in content and feature like digital television. And digital television programming in the digital pay-TV based on the realization of the user to choose. Users accord to their need to pay the cost of the corresponding access to see their own programs. This study was designed to the core of Changchun City, the number of paid market segmentation programs in order to determine the target market, the marketing proposal.Changchun City is a population of 8,000,000 medium-sized cities; television penetration has reached 100%. At present, users of the television business have a few main categories: Common antenna TV signal, satellite TV, analog TV, digital TV. Digital TV is a relatively new technology; digital signal transmission overcomes the shortcomings of many other signals. Digital pay-TV is based on the resulting vector. In the survey sample of 400, we find that different income, occupation, age and other characteristics of the users of digital pay-TV is expected to and use of intention must be the difference between the existences. Excavated the law which will be a breakdown of users has become an effective guide operators to carry out an important basis for marketing activities.Digital pay-TV sub-study is the first step in the digital pay-TV market segmentation methods to establish. The article made this part of the first selected sub-indicators. From four dimensions, namely, geographic and demographic characteristics, psychological characteristics and lifestyle, attitudes and interests of the pursuit of product characteristics, consumer behavior and values are classified. Followed by the light of the above indicators, the article title of the set of methods and survey methods are described. Finally, it is the questionnaire, sample design and data processing methods and procedures.The Changchun digital pay-TV market survey was conducted in December 2008 carried out. Site selection in Changchun flow more concentrated urban areas. Volume release sites are: the Culture Plaza Chaoyang District, Chongqing Road, Hongqi Street. 400 questionnaires issued, 399 questionnaires were recovered. There are 388 valid questionnaires. On the returned questionnaires for analysis and processing, first of all to the title of the summary of the survey conducted by the characteristics of the number of users pay for programs. Analysis of the results include: analysis of the basic characteristics of the user, the user-scale analysis, the user is willing to pay for digital pay-TV of the highest costs per month, early users of digital pay-TV business channels, the early users of different promotional tactics for the attitude of the early users For the expectations of the digital pay-TV users in the set-top box when the election Dynasty factors, price and brand, the user set-top boxes purchased for the choice of location.After detailed analysis, through repeated verification and screening, we identified 19 attributes as observation variables. 19 factors of observation analysis variables selected Eigen values greater than 1, a total of eight explained by the following factors, factor in the contribution rate reached a total of 64.747%, with strong interpretative. Through the eight factors, we find the inherent meaning. The eight factors payments were to understand the factors, the quality factor, the expectations factor, the status factor, use factor, the difference factor and billing factor.With hierarchical clustering method to the above eight explaining factors we make cluster analysis as a variable, and select the cluster sample. Measurement method is used to connect groups. Connection group is also known as group average method, a large number of practices has proved that it is a very good and stable way, so use this method in this study. Using SPSS 15.0 analysis software, we finally six market segments, namely the noble fashion, fashion in the client family, fashion of the poor, noble sound, robust mid-range group, the poor sound.Through the 6 sub-market value analysis, the ultimate market for each category of recommendations put forward the marketing mix in order to be a bit sub-Conclusion:(1)Market size: In Changchun, people have a certain demand of the television business of digital pay-TV subscribers. In particular, the rich user of digital pay-TV has a strong interest in it, hoping to try and use. With the researching from the statistical data analysis and projections, the digital television business users pay scale of about 3.2 million who hopes to use it immediately.(2)Developing user: With the reasonable fees and promotions set-top box subsidies, operators make users of business continuity. Operators try their best to minimize the business users to replace the inconvenience and the time of adapting to new business, reduce the number of users to pay the cost of the transfer of business. They should increase cooperation with various service providers, reduce the cost of transfer operators. Establish the reward system which recommended the users to use Pay-TV.(3)User Location: User Location: the early digital pay-TV users to lock in the fashion of the noble and the sound noble, because these two sub-populations with higher consumption of digital pay-TV business, the demand for data is relatively high, especially for business applications category information and information packets are in high demand; the latter part to the availability of resources, it can be considering the development of fashionable and stylish mid-range family of poor users, these two young people in the main market segments as well as future high client groups. For digital pay-TV services, in particular types of recreation and leisure services, people have a higher demand. (4)Business Location: According to the results of market segmentation with different design, portfolio, designed for different market segments of their competitive strategy, end subsidies for the content of services, tariff concessions, such as bundling. Increase in long-term users of the pricing strategies of discount rate, increasing dependence of business users. To provide users with flexible and varied selection of business and to foster the user's television business consumption habits and reduce the price sensitivity of users; in allows users to feel a reduction of overall consumption, to meet their own needs at the same time, TV operators to achieve their own rational resource allocation and the development and utilization of main business revenue increase is a win-win business users and marketing.(5)Channels position: the signal from analog TV channels in the structure of the corresponding change, operators should be positive for the new development and maintenance of channels. Set-top boxes and data transmission as a result of the function of more complex and diversified, so the application of new terminals and the need for more customer presentations, as well as after-sales service experience. Business develops the original multi-angle approach to reform. In addition, the number of pay as a result of the early business users are frequent users of the Internet for online consumption and preference are very familiar with, so operators should actively explore more efficient and cost-effective web-based self-service direct sales channel and network mode set to build services and marketing functions and experience of the online channel. Digital pay-TV signals the coming of age of a carrier-led "See what to provide" era has come to an end, the new marketing model is based on the needs of users as the core, and the user needs to provide timely and accurate information. SVA Group, Jilin Province only specific user groups to understand the data needs to enhance the value of customers to develop effective marketing strategies in order to win the television business, market opportunities, high market share, thereby increasing the size of the effect of greater the interests of Radio, Film and Television Group, in Jilin Province to improve core competitiveness.Dynamic multi-dimensional market segments to develop marketing strategy for the future of the foundation and prerequisite. The future of effective market segmentation can be accurately found the specific needs of specific markets and consumer level, contribute to the specific needs of radio and television companies for the development of marketing strategies and established enterprises in this sub-market competitive advantage. Digital pay-TV operators is a new challenge, but also more potential for new growth point. Due to the level of article length restrictions and the author, the paper business of digital pay-TV market has broken down, and Jilin Province, the future of Radio, Film and Television Group, the number of pay-TV business has done a marketing strategy to explore, but not deep enough, the need for further research and Discussion. In this paper, there are many ill-considered, studied in depth, such as measuring the angle-item factor is not comprehensive enough, and because of restrictions on funding for research of this study was to investigate the level of the crowd is not perfect, are the need for further study. |
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