The Marketing Strategy Research Of Digital TV Business In CS

The digitalization of cable television constitutes not only an importantpart of the informatization drive, but also a vital content for the cultural developmentand cultural system reform of China. Driven by the technological progress, increasingmarket demand and national policies, the development of digital TV is having a boomacross the country. By the end of2009, the number of digital TV users in China hasamounted to83.26million, and this figure is expected to reach366million by the2915.In Suining city where the CS Company locates, the target of achieving fulldigitalization of the cable TVs by the end of2014has been set.Under the guidance of the existing industrial policies, the Chinese has drawn onthe advanced experience and made use of the favorable resources to develop digital TV,creating a booming scenario in the digital TV business. By the end of2005, whilecities like Hangzhou and Qingdao have took the lead in completing the upgrading ofthe digital TV, Mianyang city of Sichuan province also started this program in an earlymanner and had its user number reached one hundred thousand, marking a stablegrowth of its digital TV users.The broadcast television network is faced with both internal and externaldifficulties during its transformation form monopoly operation to market-basedcompetition. This Paper first analyzes the digital TV market environment and theinternal and external environment of the CS Company, including the internalmechanism and external competitors, and explores the marketing strategy for thedigital TV business in the new digital era by researching on the national policies, thetechnological development of the digital TV and the market environment. Using theSWOT analysis method, a comparative study on the strength, weakness, opportunitiesand threats of the CS Company is carried out. The author then rolls out further study onproblems in the marketing strategy, organizational structure and service management,so as to help the CS Company find proper marketing strategies, give full play to itsstrength, overcome its weakness, seize the opportunities, avoid threats, cope with bothinternal and external competitions, and ensure the stable development of the company.This Paper adopts marketing strategy theories and analyzes the operational strategy of the CS Company in its digital TV business. Through the research of thecompeting strategies of CS and by employing matured theories, the author intends tofind feasible solutions and offer reference for CS to further develop its digital TVbusiness.As an important content of the cultural industry of Chuanshan District in Suiningcity, the digital TV business of the CS Company also represents a crucial strategy tobuild a “smart Chuanshan”. It is hoped that this research could provide some salt forthe development of the cultural industry and for the strategic development of thedigital businesses run by the broadcast TV network companies at the county level.