The Research Of Interactive TV Marketing Strategy Of SBN Company

Under the background of "three-network covergence",along with the rapid development of Internet,mobile Internet,multi-terminal,multi-screen interactive,cross-platform services,especially the introduction of social circles,personalized application tools,make the traditional "user" concept dynamic,the user become a dynamic group between the operators.Homogenization of content makes the new media market very competitive.Under the situation which is full of opportunities and challenges,Interactive IV of SBN company has emerged.How to further enhance the competitiveness of enterprises,improve the marketing ability,establish the correct marketing concept,develop more effective marketing strategies,become a key of keeping users and promoting development.The paper regard Interactive IV of SBN company as a cutting point,mainly adopt the theoretical analysis,the experience summarization and the investigation research.Firstly,make full use of the theory of enterprise strategy and marketing,Analyse the macor environment and the environment by using the PEST Model and Porter’s Five Forces Model.Secondly,introduce the basic case and the marketing situation of SBN company,affirm the successful experience and in the meanwhile point out the problem,to provide the realistic basis for improving the marketing.Thirdly,deeply discuss and analysis the needs of users,segment and position the target market by combining with the users’ preferences.Then under the guidance of the classical theory of 4Ps,make a series of recommendations for SBN company marketing from the side of product,price,place and promotion.And from the aspects of personnel strengthen,database improvement and after-sale service optimization to make the guarantee scheme.Advanced and effective marketing strategies can not only give enterprise a steady stream of power for developing,but also can be the powerful weapon for creating brand and effectiveness.Hoping this paper will provide useful enlightment for to generate its national marketing strategies,and provide useful advices to similar enterprises.