Digital TV Marketing Strategy Research Of Shenyang Media Network Limited Company

For companies to its survival and development, the key is the marketing mode and development strategy. At present the cable TV industry is in analog television to digital television overall conversion period. If you want to in a constantly changing market environment to realize the great development industry, cable TV industry had to set with suitable marketing strategy.In modern life, information is everywhere, in people life in any corner can see the shadow of it, for information and personalized information service, the demand of people also more and more intense, the masses have not only satisfies in basic information acquisition, they tend to diversification, individuation information, and demand constantly growing. As the most quick access to information, the most extensive information carrier, radio and television has been in our family got a full range of popularization, penetration had already arrived at160%, therefore, radio and television information as the main mode of transmission is undoubtedly one of the most conforms to our country national condition to realize the family information means.Use of radio and television as a communication information is the premise of radio and television digital. And cable television broad coverage area, has become China’s cover is the most extensive network system, the digital broadcasting and television provides favorable conditions, cable TV digitalization not only conforms to our country information requirement, and it is the necessity of the development of radio and television technology. Cable TV through the digital conversion, can not only for the audience to provide rich and colorful programs, but also to all kinds of diversification, individuation information service, for example, finance, education, life, such as the electronic government affairs information service, let the penetration of the highest television become TV, science and education, cultural, political and information services integrated into one of the multimedia information terminal, so that the masses growing cultural demand satisfied.This paper firstly introduces the particularity of the cable TV industry, the current situation of the development of the cable TV paper, and the existing problems are analyzed. Then, through the PEST model of Shenyang cable TV macro environment were analyzed, this paper also analyzes the industry environment, and points out that management scattered, independent, low efficiency is the cable TV network the biggest problem. Based on porter model analysis after the cable TV industry five kinds of competitiveness, and indicates the network TV and satellite live broadcast of cable digital TV is the biggest competitor. Then, the Shenyang media network co., LTD., internal resources and existing problems are analyzed. At the same time to Shenyang cable digital TV, advantage and disadvantage, opportunity and threat to use the SWOT analysis method to carry on the analysis, and on this basis, the choice strategy type and market positioning. Finally, based on the analysis made Shenyang media network co., LTD., digital TV marketing strategy.This paper studies on and Shenyang media network co., LTD., a similar cable operators in marketing planning has certain guidance and reference value.