Research On Marketing Of Gansu Broadcasting High-definition Interactive Business

As the market competition intensifies, Radio and Television Industry are facing fierce market competition. In order to survive in the competitive market, we should not only have our own brand and quality products, but also have constant innovation of products, Just like Apple mobile phone loved by the consumers, First of all Apple mobile phone has its own brand. Second Apple mobile phone has been updated type of product. In a competitive market, it depends upon selling the products. Gansu Radio and Television has developed selling TV products over the past 30 years.The requirements of users continue to be rising. Lots of people have been give up watching traditionally TV product.So Gansu Radio and Television Group launched a high-definition interactive business in 2012 according to the needs of users. At the beginning High-definition interactive business development promote very well Aout 50000 households choose this product in Lanzhou City. The business is adapt to consumer requirement. But many problems appear during the promotion and marketing of the product. Main problem are:users are not satisfied with the content and the service. Fees and charge stations far from their homes too. New coustomers of company have been reduced constantly. So the company pays more attention to develop business and marketing. On the meantime,it improving the deficiency in the interactive marketing. This paper carries on the further analysis based on these phenomena and tries to find out the causes of the problem. Also directs the ways of improvement, including marketing strategy and brand strategy, price strategy and service strategy, technology strategy and strengthening the human resource management etc.On basement of the research on Gansu Radio and Television Lanzhou branch high-definition interactive marketing, the paper used method the SWOT analysis and carried on the analysis to the brand competitiveness. At directs the problem and the directs of improve the Q HD interactive marketing. This paper provides the reference for the marketing decision. For the radio and television development and due to the province’s network just integration, enterprise operation and gradually on the right track. Cerainly the company still exists many problems. The staff have a preliminary understanding on marketing, learning and practice on the market is still in the primary stage too. The company look forward to the great efforts of the whole staff marketing, improve service levels and channel marketing. We should focus on other construction in order to increase marketing.This paper summed up the direction of improvement through the study of the High-definition Interactive Business. Also advices some strategies.I do hope these strategies can provide reference for the marketing and corporate management and make the enterprise develop healthly. Other service industry marketing can get references from it too.