Research On The Brand Operation Of HD Interactive Business Based On The Home Information Platform

Speed under the state council triple play strategy since2010, as broadcasting industry transformation and upgrading of the deepening, radio and television operators in the face of a broader market space for development, but also under challenge from telecom operators IPTV shunt users. Thus broadcasting in the current cable cover close to saturation, if continue to go the traditional route, it will be difficult again a new growth point.Facing the trend of triple play, radio and television operators need and dissemination of the contents of existing advantages into play:First of all, it is reasonable to learn from the a mature telecom operators in terms of network and service experience a single business model to break the original over-reliance on advertising; Second, the gradual development of high-definition, interactive and value-added services, to build multimedia platform based on high-definition interactive TV home information, make correct brand development strategy, implement effective brand communication strategy; Again, establish radio and television operators to provide high-definition interactive business brand and to be managed efficiently, enhance service and experience, and then build a strong brand of the new media field. Influence is declining in the traditional sense of the radio and television operators, seeking to differentiate the blue ocean, brand development, to lead the new trend of China’s domestic information technology in the era of new media. The move will be the key to the sustainable development of the broadcasting in the future, will also profoundly affected people from the traditional thinking of "watch TV" concept to "use" digital television change the way of life.In this thesis, Guangdong Radio and TV Network Co., Ltd.(here in after referred to as the "Guangdong Radio and Television Network)"U interactive" high-definition interactive service under the brand research sample, based on present situation and problems of the triple play development status and problems at home and abroad to explore home information platform in the meaning and value of triple play, grasp the particularity of radio and television operators on the policy and institutional, fully integrated media economics, marketing and brand communication relevant knowledge, by studying the "U-interactive" brand preliminary research data and brand building, dissemination of first-hand information, the use of SWOT model, brand consumer awareness theory and quantitative analysis of survey data and other research methods, analysis of consumer demand for high-definition interactive services, full deconstruction of the elements of the business brand connotation, to come up with new brand building and operation, high-definition interactive business and brand communication and promotion strategies of reference suggestions...