Research On Guangdong Cable Television Network Marketing Strategy

With the rapid development of communication transmission technology,the market of high-definition video and high-bandwidth Internet business is growing rapidly.In recent years,the convergence of the three networks has been advancing very rapidly in recent years,competition in the broadband and television markets has also become increasingly fierce,and the business of telecommunications and broadband operators has broken down for years.Therefore,how to cope with the fierce market competition,how to keep users and gain higher market share is the main problem in this paper.This article first summarizes the industry technical characteristics,industry development and marketization degree of the network,and user demand situation.Then,combining the situation of Guangdong wide network,the company's marketing practice and industry characteristics are introduced in detail,using Bote five-force model to analyze the industry competitors in order to find out the advantages and disadvantages of the company's competition,then combined with the company's future industry development status and market demand analysis and forecast,the company market subdivides.In order to select the future development and operation of the target market,and determine the market positioning;In view of the nature of the company's business already belongs to the network service provider,its current product,technology,channels and other aspects of the three big telecom operation homogenization phenomenon is serious,how to formulate differentiated marketing strategy and through the effective implementation of the marketing portfolio will be the focus of future competition.Guided by the 4CS theory,this paper optimizes marketing strategy from four aspects: customer,cost,convenience and communication.Through analyzing the practice of Guangdong wide TV network marketing,combining the direction of the company's own development and the future development of the market,this paper makes a feasible marketing strategy,and expects to provide some useful ideas and suggestions for the optimization of the company's marketing portfolio strategy.