| In recent years, with the accelerated pace of the overall transformation of the cable television, digital TV with its high resolution, fast transmission speed and other advantages to replace the analog TV, and by the user favorite. Actively promote the background of integration of three networks in the country, many operators have joined the video transmission in the competitive market, the increasingly fierce market competition, the provincial radio and television operators actively looking for a breakthrough in high-definition TV, pay TV, VOD, interactive value-added four screen one function to improve their own competitiveness, obtain additional income.However, with the market operation of the network video companies mature Telecom,China Unicom, music and other professional compete, only adjust the program content and function is not enough, we must come up with a complete set of marketing strategies to allow more users to know what, high-definition interactive digital broadcasting and television as the power is how to use, what is better than it IPTV place, the distinctive value-added programs out, guide users to choose their favorite value-added program, teach users learn to use the TV, the most important is to train users to use the TV, play the TV habits. Enhance the user’s dependence on radio and television products, so as to grasp and open up the market to drive revenue.HNYX TV Network Group Co. Ltd of Henan Province as a radio and television network operators, which belongs to the network industry, also belongs to the cultural industry, the main business includes basic cable transmission business and related value-added services, in the province’s 18 provincial cities with branches, in the service of Henan province 3 million 800 thousand cable TV users in Henan Province,the market share of over 62%, the annual net rate of approximately 120 million. After the transformation of digital integrated transformation and two-way network, the value added service of Henan cable television has the advantages of clear picture, rich program source, rich interactive function and so on. But at present, the network set-top box, IPTV Telecom and other competitors increasingly powerful, at a loss of HNYX TV value-added services in the face of competition in the pursuit of four,HNYX value-added services to win in the increasingly severe market situation, we must break through the original business model, grasp the opportunity, give full play to the advantages, the realization of enterprise transformation and upgrading.In this context, this paper uses PEST analysis, the macro environment of HNYX value-added business development competitive environment, internal advantages and disadvantages, external opportunities and challenges of the in-depth analysis and research, think of HNYX industry in which subject to state support, the future development prospects. Although the short term faced by other operators, the erosion of network investment is too large, short-term cost recovery problems, but the overall favorable external environment; internal advantages, with high coverage, frequency resources, advanced platform, business reputation advantages. On the basis of deep analysis, the SWOT matrix is constructed, and four improved strategies are proposed.The personalized value-added products is HNYX value-added service with its competitors launched an important weight comprehensive competition; flexible pricing strategy, promotion strategy, diversification is an important guarantee to carry out the competition in the market operation; improve and explore a variety of channels to Henan cable value-added services "go fast". In order to realize the goal of marketing strategy, organizational structure and marketing strategy should be established to implement the management process, to improve the incentive plan and comprehensive measures, to ensure the smooth development of the strategy. |
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