Research On Taiyuan CATV Marketing Strategy

This thesis was created on the background of the great reform and great innovation of our national Cable and Television (CATV) field. The national CATV companies are exploring new sales model to deal with the competition. In the economic theory field, the research of the use of marketing strategy on enterprise operation is gradually becoming a focus. The author used the learned marketing strategy knowledge, combined with the quantitative and qualitative analysis.Aiming Taiyuan CATV networks present situation, through the evaluation about outer environment and inner resource, the author used SWOT model to choose the aiming market. At the same time put forward the marketing strategy for every product category.The first new point: Use regress analysis method to forecast Chinese Broad-band network user's scale. The second new point: By PEST+C model, the author analyzed the main elements that may have compact on the company, including economic elements, regulations, policies and technical elements. The author also studied the Chinese CATV industry in the aspects of scale, present conditions and competition situation by the analytical approaches of Porter Model.The third new point: Through SWOT analysis, the author studied the opportunity, threaten, strength and weakness of Taiyuan CATV networks, basis on this, position the market. The forth new point: The author discussed marketing strategy for the every product, briefly described the development strategies of Taiyuan CATV networks for 3 years in the future, and proposed important suggestions in order to carry out the overall strategies efficiently.