Research On Marketing Strategy For H-D TV Business Of GDWL Company

Entered in the 21 st Century, under the circumstances of high speed development of the world economy, within a relatively short period of time, GDWL company has been making and achieving rapid development and expansion. However, the economic globalization urges competition among these media enterprises becoming more and fiercer. Facing that government has put forward the "triple play" planning, a swift growth-up of fresh Internet technology and the telecommunications industry start up 4G business after intimate reorganization, the High-Definition cable digital television business of radio and television network company is threaten by so many assaults and challenges.Compare the radio and television networks company with some other carrier operators of mature operation and high degree market share, the former is still in the exploratory stage of management model, industry upgrade, marketing perspective and business development. It is urgent for the picture to promptly comprehend market situation and fix main business steering,then reasonably draw up a concrete marketing strategy.This paper makes a in-depth investigation and study, objectively to sum up the achievements of cable digital TV business, also clearly to find out the strengths and weaknesses for the radio and television networks companies themselves. The article roundly analyzes the GDWL company’s operating conditions, then launches a detailed and specific research on the premise of a review of marketing theory, strategic management theory and core competition theory. On the basis of using the learned knowledge such as PEST analysis tool and the five forces model during the undergraduate degree to analyses its internal along with external environment, definitely positioning the service of broadcasting High-Definition television company, making use of SWOT analysis method to seek some business opportunities and challenges of GDWL company. In accordance with the factors of consumer behavior to make market segmentation, proceeding to the next step throw out a suggestion of marketing strategy for each of the market segment of radio and television business in order to provide some feasible advice and necessary help for expanding the business and market of GDWL company.