Research On The Marketing Strategy Of J Company's Cable Digital TV Service Under The Triple Play

Since being established,"tri-network integration" has promoted the integration of telecom network,radio and television network and Internet,and aggravated the competition among these operators.Competition is crucial,but it also provides an opportunity.Positively,this is an opportunity and a challenge.Radio and television network has monopolized the market for a long term,and its development cannot keep up with the paces of the era of network.In the era of network,users' demands have changed,and competitors have developed quickly on the expressway of network.How to strengthen and enhance the market competitiveness of radio and television network enterprises under such circumstances?Enterprises must give full play to their competitiveness through their marketing service policy,and this seems to be especially important.This paper carries out research by taking the cable and digital television business of J Company as example,and keeping a foothold in the current state of and problems in the domestic and overseas tri-network integration development.IP-oriented transmission and terminal intelligentization are deeply affecting the video industry,single radio-type video era has been broken through,the rise of IPTV,network video and Internet television is reforming users' viewing methods and channels,and traditional television industiy is facing unprecedented challenges.How to make profits from such a competition environment?This paper analyzes the competition environment faced by J Company,makes clear its current market state,and brings forward the actual problems existing with the marketing of cable and digital television business of J Company at present,including that:the product form is not abundant and cannot meet users' demand;the Company does not establish reasonable price system according to market requirements;the sales channel does not radiate the whole user area,and its service level does not meet users' expectation,etc.Aiming at the above existing problems,this paper deeply analyzes the reasons,including insufficient segmentation of market,inaccurate orientation of target market,lack of prompt about service marketing,etc.Finally,this paper uses 7Ps theory to bring forward corresponding service marketing policies and guarantee measures,etc.according to the actual situation of J Company.After a cross reading of literature and theory about digital TV business marketing at home and abroad,considering how to survive,improve,strengthen and stand out in the contemporary fierce market,this paper provides a method to improve the competiveness for J company.Also,it is a valuable reference for the development of related broadcasting network company.