Research On Marketing Strategy Of H Company’s High-Definition Interactive TV

With deepening integration of three networks, the development of new businesses like IPTV, OTT box, Internet video, personal computer, and smart terminals has imposed great impacts on traditional media. Meanwhile, business lines provided by different operators gradually homogenizes. Consequently, only by relying on unique high definition (HD) interactive TV can cable TV network operators safeguard their field and top the high-end television service.After summarizing research on marketing theories, this paper starts from marketing environment of the enterprise, analyzes the company’s development, organization structure changes and human resource adjustment, etc., with its internal environment.In this analysis, vigorously pursued businesses by H Company including construction of new meshing operation-and-maintenance system, planning and construction of related data supporting system are deeply studied. Meanwhile, this paper analyzes the macro-environment and competitive situation of the HD interactive TV business development of H Company by PEST model and Porter’s Five Forces Model. Via 4Ps theory, the current marketing strategy of HD interactive TV business of H Company is analyzed in detail from aspects of product-, price-, promotion- and channel-strategy. The effect the marketing strategy is evaluated according to the 2014 customer development, and possible problems in the implementation are also raised. Finally, suggestions are given for the problems discovered in the implementation of the marketing strategy of HD interactive TV business of H Company.Research on marketing strategy of this business of H Company does not only provide references for the further optimization of the future marketing strategy of H Company, and promote the development of comprehensive enterprise market transformation strategy, but also guides cable TV network operators of the state that are also faced with the new age of digital television.