Research On The Marketing Strategy Of L Company’s Digital Cable TV

In the past,cable network operators monopolize China’s television industry.With the implementation of triple play policy,cable network operators face unprecedented challenges.L Company as a local cable network operator of the L city,divides the market with telecom operators,and competes with Internet TV,satellite TV and IPTV.The competition is very complicated and cruel.Based on the actual marketing environment and the internal environment of L Company,this essay analyzes the macroscopic environment and competitive situation of L digital TV business by using SWOT model and Porter five force models.Secondly,using 4P theory,this paper tries to analyze the current situation of the high definition interactive TV business marketing mix of L Company from the product strategy,price strategy,marketing strategy and channel strategy four perspectives.Based on the 2016 L company’s digital cable TV customer development situation,the article evaluates the effect of marketing strategy,and points out that strategy possible problems of the implementation process,finally put forward the corresponding improvement strategies to solve these problems.The research results of the paper not only provide a reference to the optimization of the marketing strategy of the cable digital TV business of L Company,and promote the development of market-oriented transformation strategy of the enterprise,but also have certain guiding meaning to the national cable TV network operators who are also facing the new digital TV era.