Research On Anhui Telecom For IPTV Marketing Development Strategies

IPTV business has been introduced into China Telecommunication since2004. Because it is related to video services, it touches the fundamental interests of the Radio and Television Bureau. Telecom operators’IPTV business hasn’t been effectively developed because of the extrusion. In January2010the State Council held the meeting to accelerate the process of tri-networks integration, and in June the pilot cities were determined. IPTV services were recognized by the national policy and got the opportunity to develop tremendously.Although Anhui Telecom IPTV business has been developing for several years, but from the overall situation, IPTV business is still in the early stages of market development. Many peoples of Anhui Telecom have the following questions:Why should we develop IPTV business? What are the advantages of IPTV business? How to develop IPTV business? We must address these problems so that we can strengthen the confidence of practitioners and promote the industry to develop better and faster.This thesis studies the development of Anhui Telecom IPTV business, using market surveys and depth interviews and other methods. Meanwhile, the thesis also applies the following theoretical tools such as market environmental analysis, value chain analysis, SWOT analysis, competitive analysis and user behavior analysis, etc. For these problems, the thesis uses marketing theories to put forward specific marketing tactics. The conclusions of this thesis are as follows:(1) IPTV business meets the telecom operators’needs for strategic transformation. In the fierce competition, the profit of traditional telecom business is decreasing. IPTV is an innovative business. It can help the telecom operators to increase new revenue. IPTV business can raise the value-added contribution to ARPU value, retain customers and reduce customers losing.(2) IPTV is a convergence business integrated with video, data, value-added and voice-based services. Comparing with the digital TV, it has obvious advantages to fulfill people’s all kinds of requirements.It is the best way for telecom operators to cut into tri-networks integration.(3) The research of domestic and foreign IPTV market shows that the foreign IPTV business is prosperous. IPTV is a product that can meet people’s needs. There is huge development space for IPTV in domestic market.(4) Anhui Telecom IPTV business is at the early stage of the market development. During this period, the main objective is to develop the users. In order to complete the task, we can use the following marketing tactics:market segments, precise positioning the user; rational planning services and content, fit users’ needs; increase the publicity and promotion efforts, expand users’ awareness; complete package tariff system and the promotion policies, promote the purchase of users; focus on experience, train users habits; clear business receiving channels to the users; optimal adjustment of the organizational structure and strengthen the personnel training, support the business development.