Research On HDTV Business Marketing Strategy Of L Company

After 40 years of development, China’s cable TV development from the past black and white, radio and television to color, cable TV, from the previous analog television to digital television now. At present, the standard definition digital television is in the direction of the hd, intelligent, multi-purpose TV development. With the rapid development of digital and network information technology and popularization application, TV updated faster and faster, with the user scale expands unceasingly, marked the TV industry of our country has entered a peak period of time again.China’s television industry has been monopolized by the cable network operators, as the triple play policy implementation, cable network operators face big challenges. L company as luoyang local cable network operators, on the one hand, with the local telecom operators market segmentation, on the other hand to national network TV, satellite TV, telecom IPTV and other common competition, competition situation is very complicated. Currently, high-definition interactive TV L company’s overall business accounted for 70% of revenue, and the business is the future development direction of cable TV business, in such a competitive environment, L must first develop new high-definition interactive television business marketing strategy, enhance competition ability of products and services, to guarantee the sustainable development of the company.Based on L company as the research object, based on marketing theory, study and formulate L high-definition interactive television business marketing strategy. First of all, to stand in the Angle of macroscopic inspects and analyzes the internal and external environment of the whole company. For the external environment of enterprise marketing, using PEST model is analyzed, and the use of EFE matrix analysis evaluation the threats and opportunities of the enterprise. On the investigation of the company’s internal environment, analyzes the general situation of the development of enterprises and human resources present situation, and focus on the company’s marketing strategy analysis. Secondly, for the company’s product market investigation and research, analysis of products on the market acceptance, and according to the market situation, the demand for different groups of market segmentation, is divided into six people, respectively, in combination with their demand for HDTV and competitor strengths and weaknesses, high-definition interactive study and establish the company product market positioning. Finally, SWOT analysis, the basis of comprehensive analysis on the company’s competition in the market and the future opportunities and challenges facing, based on the 4 p theory, from product, price, channel and promotion four aspects, study and formulate the marketing strategy of the enterprise, and puts forward corresponding solutions for specific problems.