The Research Of Marketing Positioning And Marketing Strategy Of Certusnet IPTV Service Quality Assurance System

With the development of people’s consumption level and the transformation ofconsumption concept, IPTV video is welcome by market through its real-timeinteraction characteristics. However, as IPTV started late in China, which makes ourdevelopment of IPTV system is not perfect yet, it needs an appropriate servicequality guarantee system to support. Therefore, a broad prospect for development ofIPTV service quality guarantee system has came out. In this paper, we take theCertusNet as an example, research the market positioning and strategy of IPTVservice quality guarantee system. The research can not only provide a basis for themarket positioning and marketing strategies at the same time for CertusNet IPTVservice quality assurance system but also for those similar enterprises.Firstly, this paper analyzes the environment which the CertusNet servicesquality assurance system in from the internal and external aspects. On this basis,decomposed the SWOT of the project implemented the IPTV service qualityguarantee system. And this paper revealed the strengths, weaknesses, oppprtunitiesand challenges of the CertusNet’s IPTV system environment. Secondly, researchedthe system’s market positioning from three aspects: market segmentation, targetmarket selection, market positioning. Again, analysis the system’s marketing strategyfrom product strategy, pricing strategy, distribution channel strategy and salesstrategy, and designed the influence strategy targeted. Finally, based on thepreceding analysis, this paper proposed safeguards for CertusNet’s IPTV servicequality guarantee system from developping a professional services system, providinga well-run marketing funds management system, speeding up the construction agent system, and building a sound human resources system four aspects.