Research On Marketing Strategy Of RR Digital TV Customer Under The Impact Of New Media

The concept of digital TV is proposed by European and American scientists ofthe twentieth Century80’s. In our country，the development of China’s digital cableTV as well as the standards are gradually unify the rapid development of digitaltelevision technology，in recent years，Began to move toward a substantive stage. Thedevelopment of digital TV is not only related to the broad masses of the people andcultural life level，but also to the country and industry brings a good opportunity. Butin fact，from the current development situation of China Digital TV program contentview，lack of resources，network operators complex，lack of operational modeeffectively restricted the development of the whole industry to a great extent. Andcable operators as the digital TV industry chain to occupy the dominant position ofhow to find the right business model，the rapid expansion of the scale of users andtruly realize the key profit is related to the whole industry chain development. Thenew media industry development speed rapid，affect the development of socialeconomy，stimulating the old media，also stimulated a wide audience，and constantlychanging ways of life. M is one of the first in China to carry out digital TV city，butalso the first to develop digital television pilot of the prefecture level city. As the Mdigital cable TV operators，RR company has completed the construction of the frontend of digital television，and has successfully developed part of digital radio andtelevision users，in the operation，cost recovery also accumulated many goodexperience. The author tries to research the company of cable digital TV businessmarket competition strategy，find can make full use of resources of the company，toseize the market opportunities，operation mode and development strategy to avoidcompetition risk.This paper studies the main competitors of cable digital TV business，and adoptsSWOT analysis method to study the relative and competitive advantages anddisadvantages，as well as the target market opportunities and threats，and finally thetheory of competitive strategy，market competition strategy should be adopted to determine the RR digital cable TV operators in the. Based on the related theories ofstrategic management，Combine the domestic current situation of the cable digital TVoperation and RR company actual situation analysis，that should be to scale operationto build cost advantages，through the difference competitive strategy to build digitalTV marketing competitive advantage of the conclusion，and puts forward thecorresponding implementing scheme.