| Nowadays we have been in the age of Internet.All of the trades and professions have something to do with Internet.“Triple play” has been developing for over 10 years,the function of broadcasting network,communication network and Internet is becoming more overlapping.Even a successful change in one of a network may change the situation of development.The broadcasting network should keep the advantage of the live TV channels,and pay attention to Internet video.T City Broadcast & TV Network Co.,Ltd.started the combination of live TV channels and Internet video from Tencent in Apr.2017.Afterwards Mango TV and i QIYI were introduced in succession.The marketing data and behavior reflect the strategy and situation of the Internet video business of T city Broadcast&TV Network Co.,Ltd..This essay pays attention to the marketing strategy of Internet video of T city Broadcast & TV Network Co.,Ltd..In this essay,the two years' achievement and weakness are needed to explain the Internet video service of T city Broadcast&TV Network Co.,Ltd.,and the theories in marketing and the models of strategic analysis are also needed to illuminate the marketing strategy of the marketing behavior.Firstly,the company's situation and the Internet video business should be introduced,and the weakness of the current marketing strategy and the reasons of weakness will be summed up;Secondly the models of marketing strategy analysis are applied to explain the internal and external environment,and then compare the Internet video business with the other competitors.Lastly some programs for improvement and the guarantee of the improvement will be put forward.As a state-owned cultural enterprise,the marketing on live channels and Internet videos will be more and more important in the future.T City Broadcast&TV Network Co.,Ltd.should change the old ideas on sale and service,because of the monopoly in video has been gone forever.Marketing strategy should become a key point. |
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