| It is 21st century, we don't content with the only voice communication service. Now we need various services including video, data and voice communication. Today, china telecom operator have realized this issue, and made the strategy that is converting itself into one whole package information solution operator from former net operator. Some famous machinery in the world forecast the market volume is about $600 billion.IPTV just emerge under this background, and now IPTV have become one of best hot topic in communication industry. Whether IPTV can promote the unit of the separated nets those are Cable net, IP net, PSTN? Whether IPTV can bring new profit and great opportunity for telecom operator? Whether government give policy support to IPTV ?All this need time to prove.This thesis combine the experience of external IPTV and internal IPTV ,forecast the future of IPTV. As one of the center of this industry chain, China telecom how locate the strategy on this product. The thesis includes six chapter. The first chapter introduce the define of IPTV, the function of IPTV ,the organize of IPTV system, then give the question why I study, the reason is that IPTV have good future. The second chapter firstly discuss the background of IPTV and China telecom and analyze the development trend in the world, meanwhile point out the policy is the key issue in china to develop IPTV rather than technology issue. The third chapter analyze the competitors of IPTV and China telecom and the portfolio of operator, point out IPTV may be the famous star product and it have good future. The fourth chapter give out the marketing strategy of IPTV base on the former three chapter analysis that is China telecom should take centralized low cost marketing strategy. The fifth chapter analyze the consumer behaviour and mode of run IPTV business. The sixth chapter give the marketing tactics of IPTV including the product location ,the advertisement campaign, price tactics ,channel split and so on. |
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