Research On Marketing Strategy Of Shanghai Ocn Interactive TV Product

With the triple play of the comprehensive advance,telecommunications,radio and television business two-way entry,IPTV and cable television equal status,telecom operators to take full-service mode of operation,the use of multi-service packaging,cable interactive TV to form a strong threat.At the same time,millet,Ali as the representative of the Internet companies,as well as TV manufacturers have introduced smart TV box(OTT TV),integrated OTT intelligent TV,hardware cost to customers,but also to seize the wisdom of the family Entry,to seize the user.This paper attempts to solve some of the problems faced by Shanghai Orient Cable itself and explore the development ideas and marketing of video and interactive TV business based on NGB next generation radio and television network in the context of the rapid development of Internet and the change of TV users’ viewing habits.Strategy,in the face of IPTV and OTT TV challenges give some advice and business breakthrough direction.This paper begins with the analysis of the development of Shanghai interactive TV products market.From the macro market environment of Shanghai interactive TV market,this paper analyzes the overall market situation,income scale and user scale of Shanghai interactive TV products,and finds out the impact on the development of interactive TV business The relationship between the factors.Second,through the market interactive TV products competing products and radio and television industry development of better benchmarking enterprise marketing strategy analysis and research,to explore the Eastern cable can learn from the relevant experience.At the same time,this paper analyzes the current situation and existing problems of the company’s marketing from the products,price,promotion and channel level of Shanghai Oriental Cable interactive TV business,combined with the user behavior of Oriental Cable interactive TV products.Based on the analysis of all aspects,this paper puts forward the corresponding marketing strategy for the development of Shanghai Oriental cable interactive TV business,and puts forward the guarantee of marketing strategy from the aspects of platform construction,human support and resource security.Through the analysis of this paper,to explore the Oriental cable interactive TV business from traditional marketing to differentiated marketing and precision marketing changes.In this paper,in the current competitive environment,Shanghai Oriental cable interactive TV business in product strategy,it should promptly optimize the product line layout,upgrade interactive functions,adjust the direction of interactive business content,optimize the menu settings and improve the quality of hardware;price strategy,Reduce the entry threshold,through careful study of consumer psychology and the use of pricing strategies to adjust pricing;promotional strategy,according to the regional and age segments of the user to develop appropriate promotional programs,the use of new media and traditional media combined approach to advertising;Improve the level of online channels and improve the quality of offline channel services,improve the management of third-party channels to adjust the channel strategy.Finally,through this series of marketing strategy research and adjustment,in order to improve the Shanghai Oriental cable interactive TV products Shanghai interactive TV market share to provide some help.