| At present,the comprehensive audience coverage rate of China's TV programs is 98.9%.In the short development period of more than ten years,China's digital TV technology has tended to be mature and becomes a more common type of TV.As an irresistible development tide,"triple play" brings both development opportunities and challenges to cable and digital TV operators.And as the only cable and digital TV operator in Jilin province,Jishi media is in a monopoly position in the industry at the beginning of its business,so the importance of its marketing work has not been correctly recognized.Under the background of "triple play",if Jishi media wants to continue to grow while retaining its market share,how to improve the product sales share,give full play to the brand marketing ability and further improve the market share with the help of effective marketing strategies have become an urgent problem for Jishi media.Facing the situation where opportunities and challenges coexist,Jishi media continues to enrich and upgrade its main business product system.And following the traditional single-digit digital TVs and two-way interactive TVs,it tries to create a "Cloud Media" eco-industrial chain that adapts to market demand and technology iteration.Among them,the "Cloud TV" product is the newly launched converged service product based on "I-PON standard" and intelligent IP network of broadcasting and TV network.Based on the above situation,this article takes Jishi media as the research object,takes the "Cloud TV" product as the entry point,and uses the relevant theoretical knowledge of marketing to sort out and analyze the marketing status quo and carry out related researches.Through reviewing key marketing elements(product,price,distribution and promotion),it has been found that the "Cloud TV" product of Jishi media have certain problems and shortcomings in the current business.Combined with macro-environment analysis,micro-environment analysis and target market analysis,the market opportunity is found on the basis of summarizing the existing marketing environment,and finally practical proposals are given,which mainly includes the following four aspects: in terms of product strategy,it is necessary to make self-made programs to improve product differentiation,and to maintain and develop basic users through good after-sales service;in terms of price strategy,it is necessary to implement differentiated pricing strategies based on market segmentation,and flexible the pricing mechanism of "Cloud TV Package" to improve consumer autonomy;in terms of distribution strategy,it is necessary to enhance the service awareness of the opposite marketing off the line to strengthen the channel diversity,and to play the marketing function of the network channel on the line to increase the importance of the network channel.The online and offline channels are simultaneously developed;in terms of promotion strategy,reasonable arrangements are needed to improve the effectiveness of the promotion,increase the promotion of sales and enrich the promotion method,unify the organization,carefully plan and carry out the community on-site marketing activities.This paper focuses on improving the existing problems and shortcomings of the existing marketing strategy of the "Cloud TV" product of Jishi media by leveraging the relevant theoretical knowledge of marketing strategies,helping Jishi media to grasp the development opportunities,occupying the commanding heights of informationization through innovative and integrated development mode,and finally realizing the bottoming transformation and vertically jump of the enterprise. |
