Study On Marketing Strategy Of Digital Conversion Of Cable TV In TB Company Of Shenzhen

Implementing the policies of "Three Network Convergence"(integration of telecommunications networks,cable TV networks and the Internet) has brought both opportunity and challenge to Cable-TV operators in China. The radio and television business once only operated by national broadcast and television group is now open to the telecom network and computer network operators as well, which brings a major impact to the traditional cable TV business. To meet the big challenge, digital conversion of cable networks should be done first.TB company is an operator of CATV in Shenzhen Baoan District. Firstly, this article analyses the main problem of digital conversion in TB company:posing as a monopolist, overestimated market position; lack of adequate preparation; confused marketing management; simple and general product design; high selling prices; one-way marketing channel; rigid ways of promotions.Secondly, it further analyzes the primary causes of the question in the following: outdated software and hardware equipments; weak awareness of sales; lack of market investigation; difficulties caused by "Three Network Convergence".Thirdly, SWOT analysis is used to study the inner and exterior marketing environments and reorient the marketing position. Besides, based on analysis of sample data of user demand diversity from questionnaires, TB Company’s market groups are analyzed.Finally, the improvement and optimization of its marketing strategy of digital conversion of the cable TV is further studied, combining of marketing theory and services marketing theory. And then it proposes market transition strategy、 differentiated marketing strategy and marketing mix strategy and also provides the implementation of safeguards for those new marketing strategies, namely, to organize marketing organization framework、to establish marketing management process、to make plan of marketing incentives、 to perfect software and hardware equipments.The purpose of this article is to help operators of CATV to find out the existing problems and differences on their business, fully analyze and grasp the market, effectively improve marketing condition, gradually increase the competitiveness via creating marketing tactics and lay the groundwork for the success of "Three Network Convergence".