| With the information construction and the fast development of the digitalization of broadcast TV, the business on broadcast TV is pulled forwards to the revolutionary. In China, the digital television is mainly on the cable digital television development. The cable digital television development will change the humdrum operation structure, which can provide the special, individual and interactive digital television programme with high quality for all kinds of consumer and become a new point of economic increasing in broadcast TV network.The operation and market environment of Xi'an Broadcast Network cable Digital Television Services (BNCDT) is described by using Five Competition Mode of Michael E. Porter, in this paper. Comparing inner environment with exterior environment of Xi'an broadcast TV network cable digital television services with the method of SWOT, analyzes the competition superiority and the trend of future development. At the same time, basing on the grate data of the digital television survey, to the classified of the Xi'an broadcast TV network cable digital television services market in demand and the target market, applies Kettle's 4P'S marketing theory to deep research the program strategies, pricing strategies, medium strategies, promotion strategies and service strategies in the operation of Xi'an broadcast TV network cable digital television services, putting forward the proper operation strategies to Xi'an broadcast TV network.This thesis has some definite references and theoretic basis to the digital construction, the urban information and the development of cable digital business in Xi'an broadcast TV network. In summarize, Xi'an broadcast TV network cable digital television services could fully exploit self competition superiority, persist on the marketing operation system and extend the market share of cable digital television to realize cable digital television whole convert. |
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