Research On Marketing Strategy Of Hebei Radio And Television Networks Service

Along with boosting of “three-network convergence" of telecommunication network,broadcasting television network and internet, the competition among operators is graduallygetting aggravated, which brings new opportunities and challenges for the development of radioand television networks.How to further promote the competitiveness of enterprises, theimprovement of marketing level is becoming more and more important and urgent.This paper adopts the logical thinking of "putting forward questions--analyzingproblems--solving problems" to carry out research by using relevant theories of marketingmanagement.Starting from studies of self-characteristics of radio and television networksindustry, this paper has objectively analyzed the marketing situation of Hebei Radio andTelevision Information Network Group Company (hereinafter referred to as the Hebei Radio andTelevision Networks).Firstly, the author introduces the general situation of this paper, includingthe background and meaning, related theory overview, research ideas and methods, main contentand the structure arrangement as well, which have established foundation of practices andtheoretical support for the following analysis and research.Secondly, this paper makes analysis ofthe basic information and current marketing situation of case enterprise by affirming successfulexperiences and raising questions, which have provided reality basis for the solutions andsuggestions to improve service and marketing.Then, from both external and internal factors, thispaper makes analysis of the development environment and competitive situation of enterprise byusing Michael Porter’s Five-forces Model; Finally, this paper puts forward7p marketingstrategies including product, price, place, promotion, people, physical evidence and process sothat the service and marketing of Hebei Radio and Television Networks will be improved.The author hopes that this paper will provide useful enlightenment for China Radio andTelevision Networks Company which will be established soon to generate its national serviceand marketing strategies, and provide good references to similar enterprises.