Iptv Media Market Introduction Of Marketing Communication Strategy

In the context of media convergence era, with the advances in digital technology and domestic market economic system reform and continuous improvement, IPTV the family TV with the TV network for the integration of the terminal under the new media, using its unique on-demand , times, in view of other functions, re-shaping a new generation of television audience viewing habits. IPTV media interactive program viewing, on-demand active selective, thematic classification of the individual program settings, the recycling of living room entertainment also highlighted other aspects of its more traditional TV media can not match the transmission advantage. It is through these unique characteristics of media and communication capabilities, IPTV in China's rapid development. But it is undeniable, IPTV is still present in most cities in China, the market introduction phase, potential users of the IPTV media itself and its lack of understanding of market conditions.Throughout the course of development of IPTV, the relevant state industrial policies of continuous improvement is to promote the progressive development of its determinants. Therefore, a time when "two-way access" and "triple play" New Deal released soon, in order for triple play IPTV pilot cities to import the media marketing communications proposal stage, this thesis IPTV media market into the marketing communication of research topics IPTV media itself from the function and propagation characteristics, combining IPTV into the problem of the market situation and, on the IPTV media into the macro and micro propagation of environmental analysis, and finally use the integrated marketing communication tools are from the dissemination of content strategy, distribution channels strategy , marketing strategy and other aspects of the market introduction of IPTV media marketing communication strategies and recommendations, and IPTV to the future development trends and their advertising and future development.