Research On Product Marketing Strategy Of "JILIN-Interactive" Of JISHI Media

In recent years, the development of new media is increasing rapidly. Andwith the advantages of its own, it has a great impact on traditional media.New audio-visual media as a type of new media, the main operators have enteredthe audiovisual services market, launched the product constantly standardizethe support of national policy and market. In this paper,“JILIN-InteractiveProducts” emerge, as the times required.“JILIN-Interactive Products” is launched an interactive televisionservice products by JISHI-Media Co., Ltd. It is mainly based on interactivemultimedia information service platform, using the digital television asterminal, making the digital TV users in Jilin Province as the target market.“JILIN-Interactive Products” is the introduction of the new high-definitioninteractive TV service products. The users can get high-standard definitiontelevision programs by the digital television terminal. They can experienceTV two-way “interactive communications”, television program time shiftedplayback, carry out interactive services.“JILIN-Interactive Products” andits high quality service users entered a new era of digital high-definitiontelevision.In the process of “JILIN-Interactive Products” development, is faced withnot only the support of national policy, economic environment favorablepolicies and economic environment, is also facing the people education levelcontinuously improvement. As the network upgrade speed continues to accelerate,technology upgrading technology environmental risk increasing. In the effectof these sales environments, JISHI Media Company develops well, but has to facethe risk of other operators competitive new products and business by theregional restriction.“JILIN-Interactive Products” are affected by consumer preferences and IPTV new audio-visual media product competition and otherfactors in the process of constantly open up the market.In this paper, the author analyzed the influence of “JILIN-InteractiveProducts” sales environment. A series of design scheme is proposed from productmarketing target, target market strategy, price strategy, channel strategy,promotion strategy and so on. And from the aspects of video-on-demandprogramming, product innovation, personnel guarantee, technical support,improve customer the level of service to make the guarantee scheme.At present, all kinds of new audio-visual media operators in the launch ofnew audio-visual media products attaches great importance to product marketingstrategy. But in actual operation, there is a different problem. This paperrelates to the “JILIN-Interactive Products” since its launch in2009, theuser satisfaction increasing, and improvement continuous. According to a2013survey data shows, nearly80%of users believe that interactive TV is moreattractive than pay channels. The products meet in carrying out the marketingproblem and solutions to provide reference to many similar products markets.