Research On Promotion Strategy Of Gehua HD Interactive Services

With the triple play continuing to spread and the development of high-definition interactive work, marketing plays the most important role in the overall work of the cable companies. In the old management mode, it is difficult to have better performance in the company. Beijing Gehua Cable TV Network Co., Ltd. is shifting to service-oriented enterprise, so there is important practical significance to carry out the marketing strategy research.In this paper, the method of Marketing Management is used, with the knowledge of the perspective of strategic management and sustainable development, it makes use of the SWOT strategic analysis, five forces model, Porter three general competitive strategy and STP theory analyzing the domestic and international cable digital TV market and operating conditions of Beijing Gehua TV network Co., Ltd. In this study we analysis the company’s digital cable TV market composition, so that we can determine the target market and marketing direction. Based on the analysis before, it proposes the market competitive strategic, marketing and Strategic objectives from product development, marketing tools, customer service and others. The company does its best to increase marketing, innovates the characteristics of business, enhances user services and trains staff to propose suitable suggestions for Beijing Gehua television network Co.,Ltd. HD interactive business. In summary, the HD interactive services of Beijing Gehua television network Co.,Ltd is proposed that it should be based on its own advantages and firmly grasps the triple play opportunities. Improving program quality of products, controlling of prices and costs, enhancing the means of marketing services and meeting user needs can help Gehua HD interactive services to get rid of the passive situation in a intense competitive market and create a brighter future.The article strives to do a combination of theory and practice, reflecting the application characteristics of the MBA thesis and it is helpful to the development of Beijing Gehua Cable TV Network Co., Ltd.