Study On Interactive Personal TV Marketing Strategy Of China Unicom Jilin Branch

Interactive TV service is a new business,the service combined by the Internetand the traditional TV business in recent years, the rapid development of interactiveTV service in China, Jilin Unicom also want to seize the opportunity, so as toimprove the enterprise benefits through the development of interactive TV service.How to take the initiative in the market competition is intense in the interactive TV,so as to improve the user to the interactive TV service’s attention and loyalty, JilinUnicom need deep thinking. The purpose of this paper is to enhance the corecompetitiveness of Jilin Unicom in interactive TV’s market, promote furtherdevelopment of value-added Internet services which from Jilin TV is currentlymarketing status, existing problems to propose the positioning of its target market todevelop marketing programsThis paper is divided into four parts: firstly, this paper introduces the researchbackground, research significance, research content and methods. Secondly, thispaper introduces the general situation of Jilin Unicom, analyzes the present situationof interactive TV service marketing, existing problems and the causes. Third,through to the Jilin Unicom interactive TV market segmentation, made clear targetmarket, identify market positioning, users who live in city like watching movies andtelevision, rural users there’ve network access conditions, related industries. As forthe industry clients: Hotel, hotel is the important clients of Jilin Unicom interactiveTV service. Fourth, according to the four main problems of Jilin Unicom ininteractive TV in the marketing: target customers positioning is not accurate, leadingto the marketing effect is not obvious,the service provide few products, no timelyintroduction of new products, consumer’s choice is limited; pricing strategy is wrong, which do not fully adjust the price before the survey; marketing team has not enoughexperiences, etc.. Using the marketing theory to positioning interactive TV service.Through the adjustment and optimization of the marketing plan, in the aspect ofproduct, based on the development of video, supplemented by providing value-addedproducts, on user’s demand, providing live, playback and rich value-added productssuch as interactive games and Cara OK for Jilin Unicom’s interactive TV servicetarget market customers, meet the needs of different users; in the aspect of price,according to the different audience groups, formulate a variety of packages to meetthe needs of different users; in the aspect of promotion, through regular promotions,live release promoting interactive TV service development; in the aspect of place,free channels and social channels combined, mostly free channel with socialchannels in support, improve marketing ability, form a network covering a wide range ofchannels.This makes the marketing team has a deeper understanding of the product,price, promotion, place four marketing strategies, so as to realize the stabledevelopment of interactive TV service.By analyzing the current situation of Jilin Unicom interactive TV service andputs forward specific marketing strategy,which has certain academic value,theoretical significance and practical application value, provides the reference for thedevelopment of Jilin Unicom interactive TV service.