User Analysis And Aarketing Strategy Of Catv Value-added Service In Henan Province

In recent years,the profit space of enterprises in the cat V industry has been occupied continuously,and the management and development of cat V companies are facing great threats and challenges.It is of great practical significance to develop the value-added business of cable TV actively for the smooth development of enterprises in the cat V industry.In this paper,first the TAM model theory,and the theory of user experience,and combining the related literature at home and abroad research,build the cable TV value-added business users use will influence factors model,respectively from the perceived usefulness,perceived ease of use,perceived service quality,perceived value,brand and sales promotion stimulation such as six dimensions,Deeply explore the impact on users’ purchase intention.Through the questionnaire survey and statistical analysis,it is found that: first,the purchase intention of cable TV value-added services is low;Secondly,perceived usefulness,perceived ease of use,perceived product and service quality,perceived value,brand factors and promotional incentives all have significant positive effects on users’ purchase intention of cable TV value-added services.Third,there are significant differences in the purchase intention and influencing factors of cable TV value-added services among different users,such as gender,age and average monthly income.Women are more likely to be influenced by promotional activities and increase their purchase intention.Samples aged between 18 and 25 have relatively high scores on "perceived usefulness","perceived ease of use" and "perceived value" of cable TV value-added services,indicating that users in this age group have significantly higher purchase intentions for cable TV value-added services than other age groups.Finally,combining with the questionnaire survey and statistical analysis,respectively from the rich and the cable TV value-added products and services,promote flexible pricing strategy,improve the sales channels and after-sales service,pay attention to market reputation promotion of diversifying brand marketing,actively carry out multiple dimensions,such as put forward concrete Suggestions on optimization strategy,so as to improve the current marketing strategy,Improve marketing effectiveness.