Oriental Cable Network's Digital Tv Business Channel Strategy

With the rapid development of economy and science, people are demanding more and better cable television service. It is known that the emerging digital TV service can provide diverse, specialized and personalized service, but rapid development of digital TV service can not be realized due to the restricted marketing power of the original channels of the Oriental Cable Network Corporation and lack of market competitiveness.Based on related theories on marketing, this thesis goes into the case of the Oriental Cable Network Corporation. It elaborates the outside market environment and the competition environment of the digital TV service, analyzes the current situation of the channels of the Oriental Cable Network Corporation, and then studies the problems existing in the current channels and finally concludes the major reasons. Meanwhile, by combining the advanced construction practice of telecommunication operation companies with the current situation of the Oriental Cable Network Corporation, it presents the optimization strategy concerning the channels of the digital TV service of the Oriental Cable Network Corporation so as to ensure the implementation of the rapid infiltration tactics of the digital TV business and the leadership in the market.This thesis includes five chapters. Chapter 1 is an introduction of the research background and the theories involved in the research. Chapter 2 deals with the characteristics and the development of the digital TV service and its channels. Chapter 3 makes an analysis of the market of the digital TV service. Chapter 4 analyzes the problems existing in the channels and sums up the reasons. Chapter 5 presents the optimization strategy concerning the channels of the digital TV service. It concludes that the channel optimization and innovation will promote the reform in the Oriental Cable Network Corporation and thus achieve the core competitive capability.