Marketing Strategy Research On IPTV Of H Netcom

With the number of broadband users rapid growth in country, IP technology and coding technology attend to develop and mature, and the enormous size of the television market, IPTV business is called opening broadband market the new fulcrum for the characteristics of its traditional television business and the emerging telecommunication business. As the main fixed-line operator's H Netcom, keeping up with the development trend of the global telecommunication, from 2004, considers IPTV as a major business transformation of the company. It gets a rapid expansion of the scale of users.The research on IPTV business marketing strategy is a brand-new task. Though domestic and overseas scholars and experts make lots of researches in this field, unite instance to make research on the marketing strategy of this business is little. So the materials that can consult to are limited and this research is hard. However, this makes this thesis possesses the practical and academic significance. This paper includes four parts:The first part is the introduction that mainly introduces the writing background, general line, research method and innovations . The second part is the academic content including the theory of marketing, strategic management theory and product life cycle theory. All the above lays the ground for the following analysis.The third part, including the third chapter, the forth chapter and the fifth chapter, is the core section in this paper. It analyzes H Netcom IPTV business and the internal and external environment. At last it gives the business's marketing strategy. The forth section is the sixth chapter, it give a guarantee that H Netcom IPTV of the marketing strategy smoothly implement.