The Marketing Practice Of Digital Television Business At Henan Cable

China has vigorously promoted the conversion of television signals from analog to digital in recent years, in order to adapt to technological advances, serve national information construction, and facilitate reform of radio and television.As the province’s only digital cable TV operator, Henan Cable is finally ready to officially initiate the overall conversion of digital cable TV in eighteen provincial cities simultaneously in the year2013.The most distinguished feature of Henan Cable’s overall conversion is that it is targeted to be two-way and high-defined. In order to meet this goal, Henan Cable has worked out a more detailed specific measures in product, pricing, channel and marketing. After6months’ marketing practices, it has been proved that these strategies have vigorously promoted the marketing of Henan digital cable television.In this thesis, I introduce and evaluate the marketing practice of Henan Cable’s digital cable television business in the form of case studies.Firstly, I introduce the background of Henan digital cable television business, which introduces the general information of the company and digital television industry in the domestic and in foreign current development trends, as well as the macroeconomic environment.Secondly, I introduce on the practical application of various marketing strategies. Henan Cable provides rich digital television service products, to develop a reasonable terminal and product prices, the establishment of a comprehensive marketing channel system, the implementation of attractive promotions in marketing practice activities.Thirdly, I Careful evaluation of digital cable TV services in Henan marketing practices. After successful experience, including marketing practices comply with the strategic requirements of Henan wired, rich novel type of product characteristics reflects the triple play, develop a reasonable price with a strong leading, on the basis of the original channels to actively open up new marketing channels, active use of experiential marketing strategy to lead users to consume; on the problem areas, including fewer types of products there is currently a lack of personalized package market segmentation, too much attention to ordinary customers but lack the marketing strategy for high-end customers, without the use of social forces to improve the reseller channel, promotional efforts much product package is not conducive to future product sales, not placed enough emphasis on service issues and the lack of perfect customer service system; in the cause of the problem, including a self-awareness of the market is not strong, overall conversion of digital arduous task of restricting the development of two-way network transformation.Finally, I clearly state digital cable television business in Henan perfect marketing measures, including increasing product offerings and personalized packages subdivision, attention and perfect marketing strategy for high-end customers, agents actively use social forces to improve the channels of promotional efforts in order to reduce avoid affect future product sales, attention to customer service and build a complete customer service system, adjustment of marketing strategy and future development strategies based on the spirit of the Third Plenary Session of Eleventh Central Committee.