The Research Of High-Definition Interactive TV Marketing Strategy Optimization In Xian Radio And Television Networks Company

With the rapid development of Internet technology and the 4 g business start-up, countries implement the "three nets fusion of strategic planning, as a traditional cable television will be the serious challenge of network TV, IPTV and other new business, therefore, must be in-depth analysis and research the advantages and disadvantages of the current cable television face, looking for to get rid of the plight of the competition, and targeted to develop effective marketing strategies.Based on the radio and television networks in xian in shaanxi branch as the research object, this article on the theory of marketing at home and abroad, based on the guidance of radio and television networks to xi’an high-definition interactive television business marketing strategy has carried on the design. Firstly introduces the company’s operating conditions and human resources situation in xian, and high-definition interactive TV in the xi’an company business marketing present situation has carried on the detailed analysis, find out the marketing problems and reasons. Secondly from macro environment, USES PEST model to analyze the xi’an radio and television networks high-definition interactive television business marketing of the external environment, at the same time USES five competition model to analyze the industry environment analysis. Then to xi’an company high-definition interactive television users of market segmentation, and target market positioning analysis, by using the method of qualitative and quantitative customer demand situation analysis of high-definition television, high-definition interactive TV for subsequent xi’an company business marketing strategy designed to provide the basis. At the same time, using SWOT analysis method, to xi’an high-definition interactive TV radio and television networks company business advantages and disadvantages, opportunities and challenges are analyzed. Finally use the 4 p marketing theory, combined with radio and television network marketing problems in xian, from four aspects:product, price, promotion and channel of xi’an radio and television networks high-definition interactive television business marketing strategy has carried on the design.High-definition television business marketing strategy designed to highlight the characteristics of Gao Qinghe interaction, through the analysis of consumer demand and accurate positioning of target market, can truly find high-definition television business market breakthrough bottleneck comes in. Xi ’an radio and television networks company of hd business market segmentation and customer orientation, combining with the analysis of client’s needs, to meet the "triple play" of the market environment of competition. In this paper, on the development of high-definition interactive TV in the other region has a certain reference significance.