| With the maturity of digital TV (DTV) in China.It's shown a tendency of technique upgrade in the field of Cable TV (CATV) industry. China has planned a timetable for digitization of CATV in 2003. Recently, by effort of many districts around China, we've successively accomplished the overall reformation from CATV to DTY which can provide a brand new start for technique platform in TV industry. High definition TV (HDTV) is widely used today. It can offer extensive room for imagination and development in TV industry. Now, let's review the history of TV industry. On one hand, we had launched TV programs on televisions through wireless devices early, and later through wired media, such as optical cable, etc, and now, through digital transformation. On the other hand, the receiving terminal is changed from monochrome TV, projection TV, LCDTV to 3DTV. We can find the upgrade of TV industry and manufacture or development industry is to satisfy the customers through the method of bigger TV set,clearer and stabler video. TV set is a sort of both technique and entertainment terminal. The marketing of Cable HDTV aims to invent value, meet the entertainment demands for consumers and produce entertainment HDTV programs around which build service marketing system through resources integrating, media co-operation, service and pricing strategy. And finally we should achieve booming development in the field of Cable HDTV marketing. The article utilizes media consumption theory, service products 7PS theory and relationship marketing theory to analysis the categories of HDTV set and current market situation. It also discuss to build a HDTV service marketing system in which the core productions could meet the buyer's entertainment demands.The article constructs the HDTV marketing promotion system, and come up with the implementation strategy. |
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