Shanghai Oriental Cable Digital Tv Business Marketing Strategy

The TV broadcasting industry is transforming from analog to digital, it is wholly different from the Digital TV (DTV) service and the traditional Analog TV service. How to plan a proper marketing strategy and how to implement the marketing strategy is a very interesting and realistic topic for cable TV (CATV) network companies in China which have the monopolistic license of DTV operation. This article will choose OCN, Shanghai Oriental Cable TV Network Co., Ltd., as the object of study to analyze the marketing strategy of DTV business. OCN is the biggest Metropolitan Area CATV Network Operator in China which is located in Shanghai where the competence between DTV and IPTV is fiercest. So the discussion about the marketing strategy of OCN DTV business will not only help the development of OCN DTV business, but also will guide the CATV network operators in China which now facing the new DTV time.In this article, the first and second chapter is the introduction part to introduce the basic concept, theory, and the background. The third chapter discussed the OCN marketing environment. We figured out that it is a good opportunity for OCN to promote the DTV business based on the analysis of PESTEL, value chain and the Industry Life Circle. The forth chapter focused on the resource and ability of OCN. We discuss the OCN sustainable core competence through the VRIO frame and the stakeholders of OCN. It analyzed and explained the OCN core competence and why OCN faced competition. In the fifth chapter, we discuss the choice of OCN marketing strategy. Firstly, we analyze the OCN competence status through SWOT. Secondly, we discuss the OCN DTV market from STP (segment, target, position). Finally, we get the conclusion that OCN should take the "customer request-oriented strategy". In the sixth chapter, we discuss the implement of marketing strategy from 4Ps (product, price, position, promotion). Meanwhile, we also discuss the OCN new policy which starts to deliver the set-top-box to subscribers freely in order to enlarge the DTV subscriber number. The seventh chapter is mainly focused on the policy proposal, the direction of further discussion, and the conclusion.In this article, we discuss and analyze the OCN marketing strategy based on the analysis of the OCN compete environment, resource and ability, STP. Then we also discuss the implement of OCN marketing strategy. Meanwhile, we also give further discussion on OCN's new policy of "wholly transform from analog to digital". We consider that this policy will be the core for the OCN DTV service in the coming years. Because OCN is not a public company, so it is difficult for us to collect relevant data and information which may cause quantitative analysis mistakes in this article. And there will also have some mistakes because of my limited knowledge which will cause some weakness and inadequacy in my writing.