Marketing Plan For The Interactive Television In2012for G Company

With the digital alternatives such as IPTV，Internet TV，direct broadcast satellitetelevision continue to emerge，the traditional basis of television broadcasting services arebeing eroded. IPTV，Internet TV and other new media have been able to provide all thetraditional services of the traditional basis of television broadcasting，besides；they have moreadvantages as interactive，informative and etc. Nowadays the only advantage of the Cablenetworks TV is clarity， but with the development of technology such as the videocompression and network，this only one does not exist in the near future. To surpass thecompetitors and most likely to retain or attract users，the Radio and television operators haveonly to provide higher value product. It will produce a extensive market to operators whoprovide services，which not only could bring direct economic benefits but also promote thedevelopment of digital TV and broadband access business. The article put forward the topic ofthe G company’s interactive TV business market plan，and makes the market strategies andschedules of the G company.This paper is based on the rich reading of the literature，by use the way of the company’sinternal data，the method integrated theory with practice，the marketing theories and methods，needs analysis， industry competition analysis，target market segments and last complete themarketing strategies. The paper describes an overview of the G company first，and then pointout the industry competition it faced with and the competitive advantage. Based on the growthof other parts’similar business，local market condition and the arrangements of the plan，thepaper works out the interactive TV marketing objectives in2012， besides proposesimplementation plan and organizational control measures. The paper introduces an overviewof G Company first, which include G’s course of development, the main business compositionwith the current operating conditions, the company’s organizational structure, the keytechnologies of the development of interactive TV business. Followed by a chapter a detailedexposition about interactive TV project marketing strategy, first introduce the Overviewinteractive TV projects and then focus on the user needs, user needs analysis mainly includethe needs of target user group positioning and specific user analysis, the next is interactiveTV business competition analysis, which mainly discusses the status of the G’s majorcompetitors, as well as its advantages, and proposes specific strategies for market segmentation. Then is the G’s marketing program of interactive TV project in2012and it isthe core of the article, first the article plans the annual marketing objectives in2012, forecastand decomposition of the marketing objectives through the reference standard, and calculatesthe overall budget of expenditure and investment income followed by a reasonable method ofmarketing, the introduction of marketing organizational arrangements is after, once againhighlights the schedule of marketing activities, which is the most important part of thischapter, the article develops a detailed marketing activities arrangements under the classic4P marketing strategy theory, including specific marketing activities of product, price, placeand promotion, the next one briefly describes the marketing activities of control. The end ofarticle is the project risk and coping strategies, including some risks in market, technology,operations and competitive, what’s more proposes some coping strategies.