The Study On Marketing Strategies Of Digital TV Business For OCN

OCN is the only CATV network operator in Shanghai area with thecompetitive integration of broad band, user resource and optical fiber. DigitalCATV is a development trend as well as the only one choice of OCN’sdevelopment. Since launched digital TV in2004, OCN added HDTV orderprogram and various interactive service with the beginning of SDTV.Meanwhile, OCN faces both direct challenge of IPTV from China Telecomand opportunity of CATV digital transmission.This paper is aimed to analyze current business of digital TV and itsdevelopment direction and marketing strategy. It provides analysis of digitalTV’s product characteristic, market characteristic, demand feature andcompetition condition by using Five Forces Model and SWOT Model andmake out marketing tactic and strategy of digital TV. It is expected to developown advantage of digital TV, seize the opportunity, integrate with internaland external resource, expand digital TV market and have a sustainable, stable and robust development.This paper gives a rough analysis of marketing strategy of digital TVproduct on the basis of OCN actual situation. It may be helpful to furtherbusiness development.