The Study On IPTV Business Marketing Strategy Of Liaoning Unicom

Faced with the fierce competition in the telecommunication market and the continued decline of the turnover of existing businesses, telecommunication operators have been looking for new business growth points, with a hope to be transformed as "integrated information service providers". In order to achieve the goal of strategic restructuring, Liaoning Unicom employed its advantage in broadband network business to present the IPTV onestop service including TV programs, home cinema, information and other interactive valueadded services. At the meantime, the IPTV project can maintain and increase the total of broadband network clients, thus promoting its ARPU and guaranteeing the company’s sustainable development. In the previous stage, IPTV didn’t show its potential due to the regulations and the lack of research in marketing strategies. Then the policy of the convergence of three networks was carried out, calling for a comprehensive marketing strategy to promote IPTV’s development.In this paper, on the basis of the current situation, characteristics and developments of IPTV business in Liaoning Unicom, the author sums up the opportunities and threats, according to external environment analysis, aspects as macroeconomic environment, IPTV’s market demand and competitive environment. Then, the author carrying out internal environmental analysis, by means of organizational structure, human resources, operational supporting capacity of IPTV, marketing capacity and financial capacity, points out the advantages and disadvantages of the company. Thirdly, the author subdivides market, targets market and determines the IPTV’s market position, on which basis the author presents IPTV’s marketing strategies. Liaoning Unicom should take full advantage of both fixed and mobile business to carry out product mix strategies, improve service quality to create IPTV’s brand and set flexible pricing strategies for different clients groups, concerning both their demand and characteristics. Liaoning Unicom should also improve the existing channels and expand the external channels, at the same time, perform a variety of promotions by choosing the appropriate mix of media and publicity approaches. Finally, the author proposes a number of supporting and controlling measures of IPTV’s marketing strategy.