QD Company's High-definition Interactive Business Marketing Strategy Research

With the development of the era and advanced technology, radio and television network businesses are also in progress. Today's cable TV is no longer a single thread with a TV set-top box, but a cable can transmit complete TV, broadband communications and information. Now a set-top box has achieved high-definition TV watching, two-way interaction on demand, etc. However, with the introduction of the major telecom operator businesses, as well as the rise of the radio and television networks, these businesses had received unprecedented impact. We feel great pressure when the use's shunt makes the dominance of monopoly cease to exist.In face of the fierce competition, how to better market the network of radio, film and television products has become a primary problem in front of us. So we should change the negative attitude that users love to buy it or not to positive one by using the knowledge, further study of the market, customers and competitors. That's the right way to win in the marketing war.This paper choose the shandong radio and television networks co., LTD. Qingdao branch (hereafter referred to as "Qingdao branch") which introducing high-definition interactive products as the research subject to thoroughly research the advantages and disadvantages of high-definition interactive business with rivals such as IPTV, study the consumer psychology of users and to grasp the controllable factors of marketing activities accurately. At the same time, developing new sales channels and professional marketing teams as well as marketing models by combining with the 4P mix marketing strategy. We should serious study product price and position, make full use of existing sales channels to develop new sales channels from product strategy, pricing strategy, channel strategy and marketing strategy. Through the above analysis and research, combing with the Qingdao branch of previous successful marketing cases and experiences, to formulate a set of Qingdao branch of high-definition interactive business marketing plans. By the design and implementation of the plans which will lay a solid foundation for the future development, "ShangDong cabel" will have a mutual benefit and a win-win situation with its consumers and be loves by its people in a competitive industry.