Research On The Marketing Strategy Of Cable TV Operators In The Internet Era

With the rapid development of Internet and the continuous progress of triple play,video and cloud computing technologies are booming,providing strong power for Internet video services.The Internet video industry has realized the rapid development of "application network terminal" at the moment of the gradual maturity of software and hardware technology.It is convenient,efficient,simple in use,high in privacy and high in dependence,and is favored by young people.The Internet era is profoundly changing the way people get video content and mode,which has brought great challenges to cable operators.Cable TV operators flourished in 2008,providing live video,on-demand,and broadband services to users.At the moment of the rapid development of the Internet,the existing market advantages of cable TV operators have been challenged.The growth of cable TV users is slowing down,age structure is aging,the product is stiff,and the competitors are fast growing and the strength is super.Therefore,the cable operators must analyze the market environment through the loss of users and adjust the marketing strategy in time to cope with the incentive competition.A cable operators currently have 22 million cable TV users,of which nearly 17 million households are digital TV users,so as to achieve the province's "whole network,one province,one network" layout,providing live,VOD,broadband,smart communities and other services for users in the network.The loss of user data to sort out the A cable network,A cable to the current marketing situation analysis;changes in consumer demand through a group of the loss of the user survey,using SWOT to analyze the competitiveness of enterprises,combined with the principle of the 3C analysis,derive the A cable select differentiation marketing strategy,to create "wired+ the preferred platform for N model,given a set of solutions,using 4P to develop marketing strategies corresponding to the implementation,broaden the product line,providing products series more;break the traditional income structure,to achieve different business price subsidies;online and offline promotional activities,increase the number of grid products,diversified service,create new grid management mode,improve the efficiency of the grid,improve in the channel access frequency to the user.To meet the changing consumer demand and achieve the goal of retaining the user and amplifying the value of the user.