Research On Marketing Strategy Optimizationfor Imgo-TV Demand Service In Changsha Catv

In the background of combination of three networks, the traditional cable network operators has no monopoly advantage any more, with only certain policy protection. In the current highly competitive market environment of telecom operators, they must change the traditional cable operators to all-service Operation. Compared to other telecommunications operators, because Hunan Broadcasting System has regional restrictions, so it's more disadvantaged. While Hunan Broadcasting do not have the experience. In the fierce market competition and diversified media environment, how to highlight the core competitiveness and achieve improving economic performance is very important thing. This paper proposes marketing strategy of imgo TV on-demand service just in this context.On the basis of 4P marketing theory, as imgo-TV study object, marketing strategy of network televisions is stu died in this paper. On the basis of the internal and external marketing environment of imgo-TV, basing on marketing strategy existing problems, this paper discusses and research the marketing strategy and marketing strategy suggestion to guarantee program implementation. The paper included 4 parts. In the first part, the background, meaning, and domestic research status of this study was summarized. In the second part, the marketing status of imgo-TV is studied. At the beginning, the company overview is Int roduced, then the internal and external environment are analyzed, the questions and their reasons in the imgo-TV's marketing are analyzed in the above study. Thirdly, the marketing differentiation and reasonable market position were studied by distinguishi ng the segment and target market of network televisions to choose the appropriate marketing strat egy for the network televisions, product, price, distribution and promotion strategy are respectively proposed. In the last, the implementation and security are put forward, strategic adjustment function, process rules and norms, human resources system improvement and improve customer service system and other safeguards are p roposed.At present, the Internet TV is rapidly developed. Internet TV has a wonderful development prospect combining the advantages of the Internet and television. As imgo-TV for study object, this paper summarized and gave theoretical guidance together with the methods and ideas to run the practice to make the network television clear the market target, find accurate market positioning, meet the needs of the target audience and increase market share in the intense market competition. Therefore, this research had greatly practical significance.