China Unicom Yingkou Branch Strategy Of Company IPTV Business Market

Internet Protocol Television (IPTV) is a system where a digital television service is delivered using the Internet Protocol..As a forerunner and embodiment of the mixture of communication, television and computer system, it represents the new trend of development in diversification of broad band. For China Unicom Yingkou Branch Office, facing competitions, raising revenue, especially broad band service revenue, to get survival and development in the severe competitions, it needs to explore new value added services. IPTV service means new user growth mode, new service growth points and higher ARPU value.So, the paper first of all explains the background of research, presents the problems IPTV service faces in Yingkou Branch Office, specifies the purpose and significance of the research, gives the technology roadmap, expounds the research ideas. Next, it summarizes the basic research theories that support this research; then, combined with the Yingkou Branch Office IPTV service development reality, it makes a comparative analysis of its resources and capabilities; and next, it analyzes and describes the Yingkou Branch Office IPTV marketing decisions from products, service, price, channel and promotion; finally, it gives a summary of the measures to make sure the implementation of Yingkou Branch Office IPTV marketing strategies. The research indicates that how to make targeted optimization of metropolitan area network is the key factor in China Unicom Yingkou Branch Office’s future development; making marketing strategies suitable for the enterprise itself and its own characteristics is of essential importance. All in all, this research will definitely provide a feasible and effective guidance and help for those who are determined for longterm sustainable development in IPTV service. At the same time, it will be a valuable reference for those enterprises facing a similar situation.