Analysis Of The Market Development Strategy Of Hunan CMMB

China Mobile Multimedia Broadcasting is technical standards developed andissued by The state administration of radio film and television. In mobile TV andMobile Multimedia industry. It is the first domestic independently developed set ofterminal for mobile phones, GPS, MP4, laptop computers etc. It utilize s-band satellitesignal to cover the "sky and earth". This national roaming of broadcasting andtelevision transmission technology has absolute advantage both in operating cost andautonomy. Facing Hunan Province with more than70million people,30million mobilephone users,8million vehicles, there has huge potential for development.This essay firstly analized the outer macro-environment, industry environmentand micro-environment of CMMB. Meanwhile, this essay investigated and researchedthe consuming behavior and feature of Hunan users’ group on the basis of Uses andGratifications Theory. This research used methods as pre-investigation, questionnairesurvey and deep investigation to make a further Qualitative study on the quantificat ionbasic result obtained by questionnaire survey. Researches show that the needs andmotivates of users of CMMB can be concluded into five aspects:1. Obtaining messageconveniently,2. The needs of entertainment,3. The needs of social widely,4. Therequest of low cost,5. A relatively active message choosing. Obtaining messageconveniently is an important reason for the target users to choose.The study also found that, the CMMB needs of the user, the motivation has asignificant effect on the media use behavior, user participation, interactivity,convenience and efficiency of media characteristics and user satisfaction has positivecorrelation with CMMB. Finally, Based on market cultivation period objectives,combined with user demand for the CMMB, the focus of planning a series of strategicplan to implement cultivation period. In general, Hunan CMMB want to occupy themarket, has achieved great development, if several from the brand building\technicalimprovement, the main structure of the company, profit pattern, at the same time,guided by the market, to the user experience is the most important requirement, tomove the crowd for the core user group, is committed to build CMMB become themost high-quality information of individual of Hunan mobile solution.The overall development objectives of Hunan CMMB is to seize the mobilemarket of multimedia communication, improve quality video content and providing personalized services for customers, we realize the user scale expansion, marketexpansion, increase in product variety, business outlets increase, to become a set ofnetwork construction, market operation, content planning, service management "fourin one" multimedia mobile operators.Relative to the market of mobile multimedia terminal explosive development, thedevelopment of CMMB has been increasing slowly，CMMB market in Hunan is "therapid growth of the market","competitive position weak" second quadrant, the idealstrategy is: choose intensive strategic-expansion strategy, strategy choice ofcompetitive strategy the difference. Hunan CMMB want to occupy the market, hasachieved great development, several to be from brand building, technical improvement,the main structure of the company, profit pattern, at the same time, guided by themarket, to the user experience is the most important requirement, to move the crowdfor the core user group, is committed to the CMMB to become the best quality thepersonal information of Hunan mobile solution.