On Cable Tv Value-added Services Products Import Of The Marketing Strategy

Although the cable value-added service results from the neo-econorny, it is still a product which to ? meet human being抯 particular needs, as other products. Thus, in the marketing, this service will share same rules with other products, so this essay will make a practicable marketing strategy to guide enterprise how to market the cable value-added service. By using the classic product life circle theory, SWOT Analysis theory and 4P theory, and quoting the case. Firstly in the essay, there is a brief introduction to BCC specialized in digitalization, cataloged program, conditional accepting and high-quality content. Secondly, introduction for the history and current situation of worldwide and Chinese Cable TV, drawing a macro backgrounds for marketing. Thirdly, by using SWOT analysis theory, the essay analyzes the advantages, disadvantages, opportunities and threats on BCC抯 cable value-added service. Thus, BCC has a clearer picture for its advantages, disadvantages, opportunities and threats of the service. Based on the analysis, BCC can highlight the special service and the high quality program in the marketing, while get rid of the disadvantages and threats by improving the tech & equipment, cooperating with the government抯 related departments, and exploring same new model of cooperation with local cable TV networks. So the SWOT analysis theory help BCC find the direction and focus of its fnarketing. Fourthly, by using product life circle theory and analysis of product in the introducing period, the essay points out the price-marketing strategy which BCC need to adopt. To be specific, the company needs to adopt the double high抯 strategy and selective entering strategy, or seed balance between the two strategies. Finally, based on the above introduction & analysis, the company should adopt the following marketing strategies during the ? product introduction period. To sum up, the essay use the results from the product circle theory and the SWOT analysis as the base for the BCC to set up its marketing strategy, emphasizing the rule that the theory guide the practice. The essay uses research and analysis tools to provide some practical marketing plans for cable TV value-added service providers. Hope these plans are helpful.