Research On The Service Marketing Strategy Of Shandong Radio And Television Networks Co.Ltd

Loyal customers are t the premise and foundation of Radio and television network development.Since the monopoly of cable TV has been broken,to improve user satisfaction has become an important means for the development of radio and television network enterprises.Shandong Radio and Television Network Co.,Ltd.(i.e.Shandong Cable,hereinafter referred to as Shandong Radio and television network)is the propaganda party's ideological and cultural main position,the main channel,and the government has a close relationship,which is different from the telecom operators and other competitors of the biggest characteristics.Shandong Radio and television network often for many years of development,casting a rich industry experience of the team,network coverage,large user base,localization attributes and strong credibility,with the country's largest user resources.However,Shandong Radio and television network is in the separation of the situation established,from the former government agencies to self-financing enterprises,compared with modern system enterprises,Shandong Radio and television Network market service awareness is thin,the service system is weak,in the fierce market competition and major provincial network in the country widespread user loss seriously,The role of Shandong Radio and television network as the main propaganda is weakening,in the background of the unequal competition condition of"three nets merging",the adjustment and change of service marketing strategy of Shandong Radio and TV network is especially urgent.Integration of the Company's internal Information Services marketing status investigation data,the enterprise existing user resources analysis,to find the Shandong Radio and television Network service marketing problems,and through the number of Zhejiang,Jiangsu Cable,Beijing song Hua,Chongqing Cable and other provinces to develop better radio and television network companies to compare,Find the brand strategy and competition strategy suitable for the development of Shandong Radio and TV network A better play of Shandong Radio and television Network has a complete range of TV channel advantages,in particular,has a wide audience favorite 3568 channels in Shandong Province,the exclusive privileges of their own advantages,to create high-definition Shandong Radio and television network,interactive,personalized,intelligent,Differentiated five major brand products and "professional video service providers and video experts" brand positioning.To formulate three strategies of service marketing for different user groups in Shandong Radio and television network:to adopt"9+6 marketing strategy" for traditional TV viewers,to implement "7+8 marketing strategy" for Internet video users,and to implement "7+8 marketing strategy" for IPTV users.Depending on information technology,we should focus on developing high-definition programs,enriching 3D content,creating 4K channels,rectifying the actual situation of service marketing problems such as business halls and call centers,and improving the user's experience.In order to improve the phenomenon of "light service and heavy marketing" in Shandong radio and television network,the service marketing should be carried out into the work of specific user service,and the real "fine service" can be realized.By further speeding up the construction of "service marketing system","service support system","service brand" and "user experience",Shandong Radio and Television Network has further strengthened the construction of "background service front desk,front desk service user," The first line of management service,"user-oriented" service concept and service management mechanism.To provide users with personalized,human,value and innovative high quality services,really want what users want,urgent users,meet the needs of users,solve all kinds of user problems,In order to win more users in the fierce market competition.