The Competition Analysis Based On Loyalty Of Bestv IPTV Consumers

From time being,transmitting TV signal via the broadband network is meant to be one of the most desired dream to telecom carriers.Back to year2000,Microsoft Inc.in the states announced a proposal,which is to connect an enormous amount of TV sets in china to the Internet.Unfortunately,fail it did.However the new chapter started from yr2004,due to the new generation of network technology and its backbone carrier ability,the IT world made the tv signal transmitting via internet into real.On the other side the traditional TV and Broadcast agencies were devoting into innovation of media technology as well as market revolution on media content.Hence,with the above circumstance a brand new market opportunity emerged to broadband TV,which provide various of interactive media services to household consumers.In May 2005,approved by SARFT(State Administration of Radio Film and Television),the BESTV network television technology development co.,Ltd.,which is a subsidiary of the radio and television of shanghai,co-operated with the China network communication group corporation Hei Long Jiang provisional company(hereinafter Net Com)to launch the first broadband TV(called IPTV)operation business in China,It is the very first operational product in china to transmit the tv signal and broadcast in the whole province.After a large scale of business trial run on the iptv service in domestic market,the household consumers had got used to place the subscription of tv program and video-on-demand service visa IPTV service.Meanwhile,alongside with the upgrade on the two-way transformation of cable network by the local cable TV operators all over the nation,the rapid development of internet TV,as well as the popularization of kinds of smart STB devices,the household consumers were enabled to experience various types of the video content services by much more market channels and different STB devices,and diversified mush more video demanding.As the largest IPTV service provider in China market,the BESTV will encounter an aggressive competitive market,and,struggling survive among it.Therefore,base on the current IPTV business scope,BESTV has to solve to enhance and optimize the brand culture,to promote the differentiation strategy by integrate relevant products,to furthermore fulfill the VOD need from IPTV subscribers and increase the VOD turnover.Consequently in this article a fully competitive analysis will be conducted in terms of content product,the video viewing experience and behavior,the consumer loyalty with comparing IPTV to cable tv,etc.further from the very practitioner's point of view,the author will claim the new competitive tactical and strategy for the IPTV service to outperform from all the other rivals in the vital market.