Cable Tv Time-shifting The Broadband Business Promotion Strategy Study

Three main information networks in China, telecommunications network, computer network and cable television network, are operated separately. In the past, each network was designed and set up based on their specialized business so that they could not be compatible with each other for variety of transmission rate, technical capabilities and terminal equipment. In the background of "The Integration of Triple Networks", many hot issues have caught the industry experts and related enterprises' attention, such as how to make technology and business mutual integration among radio and television broadcasting, telecommunications and computer? How to improve network utilization and transmission rate? How to avoid duplication and waste of investment? How to obtain greater benefits by utilizing existing network resources? Taking " Time-Shifted Broadband" business as an example in the thesis, according to the modern marketing theory and product life cycle theory, making use of the SWOT analysis and 4P theory, in terms of the up-to-date cable television business, the author brings forward a feasible promotion marketing strategy to guide the market behavior of the corporations in the radio and television industry.Firstly, this thesis introduces the development history and actual state of the "The Integration of Triple Networks" in China, the related policy and implement technology, and the development trend of the triple networks' integration, which outlines the micro background for the cable television with "Time-Shifted Broadband" business. Secondly, the author makes a comprehensive SWTO analysis of "Time-Shifted Broadband" business on internal and external environment, as well as the strengths, weaknesses, opportunities and threats and so on. Thirdly, due to consideration of nowadays' situation, "content is the key factor", the selection of program contents plays an important role in the business operation, so that the author makes a deeper analysis and research on the target audience group and content selection aspect for the "Time-Shifted Broadband" business. Fourthly, in accordance with the marketing framework of 4P theory this paper develops the marketing promotion strategy for the "Time-Shifted Broadband" business. Last but not the least, in light of the above analysis, the application of the product life cycle theory helps author to make an analysis on the product features and psychological status of the audience in the introduction phase of "Time-Shifted Broadband" business, focusing on the marketing strategy should be taken at that stage.In this thesis, the analysis on the marketing strategy of the "Time-Shifted Broadband" business depending on the modern marketing theories with practice, the author advances the commercial model, the promotion strategies and the orientation of program content and so on, which helps to make useful explorations and attempts to launch a new business in radio and television industry in China.