Professional Paid Channel Marketing Strategy Research

The professional paid digital TV channel has been developed in China for 15 years.Its growth process can be described as bumpy.The cultivation of user's payment habits,the expansion of the channel,the accumulation of high-quality content,and the exploration of the profit model.Every step is the unremitting efforts of countless practitioners.the result of.In recent years,the marketing environment for professional paid digital channels has improved significantly,but it has followed the rapid offensive of emerging media.Although "triple play" has been proposed more than a decade ago,the true integration has only entered a substantive phase in recent years.This is completely different from the previous TV industry's internal upgrade from wireless TV to cable TV,from analog signals to digital signals."Triple network integration" brings the impact of cross-industry.The emerging media's iteration of traditional media is subversive.The marketing strategy of professional pay TV channels has gradually shown its limitations in terms of the current market environment.This requires systematic optimization and upgrade of outdated marketing strategies.Taking ZQ channel as an example,this paper deconstructs the current marketing strategy of ZQ channel with 4P theory and finds its shortcomings.Through the SWOT method to analyze the competitive environment,the STP theory is used to accurately target and select the target market,and then optimize the marketing strategy from four aspects:product,channel,pricing and promotion.After the optimization of the above marketing strategy,the competitiveness of the ZQ channel will be fully enhanced,so that it will have a limited environment and be integrated into the new media.The case of ZQ channel marketing strategy optimization not only has practical significance for the future development of ZQ channel,but also provides reference for other professional paid digital channels to develop marketing strategies.