The Research Of High-Definition Interactive TV Marketing Strategy Of Network Convergence Of A Company

In the digital wave of the21st century, digital, network and IT has been a rapiddevelopment and wider application, the user has expanded rapidly. Has experienced severalyears of vigorous development of China’s cable TV business from the original black andwhite TV to color TV, to cable from the wireless TV from analog TV to digital TV now fromdigital SDTV to3D high-definition television, cable TV industry entered a critical period ofthe comprehensive industrial upgrading.With the introduction of the policy of China’s network convergence, cable operatorsmonopoly policy barriers in the past is bound to be broken, the original pattern of the cablenetwork operators and telecom operators will re-shuffle. At the same time, cable networkoperators faced with the competitive environment of network television, satellite television,telecommunications and IPTV market will be fiercer than ever and cruel. The networkconvergence can provide the type of business has become increasingly homogeneous,high-definition interactive TV will enhance the competitive strength of Company A, itoccupied the commanding heights of the high-end TV services in the “network convergence”.This paper is based on the A company as the research object, to domestic andinternational marketing theory as the guidance for research. First, from the macroenvironment, using the PEST model analysis of the enterprise marketing environment, and theuse of EFE matrix to the external environment opportunities and threats were analyzed withthe evaluation. While the analysis of the internal environment, introduced the developmentcourse and situation of human resources, focus on the company’s marketing systemconstruction is analyzed in detail, and puts forward some optimization scheme.The Ahigh-definition interactive TV products to potential users of the market segmentation andtarget market positioning are concluded and analyzed, and the analysis of the competitionsituation and its own resources, through qualitative and quantitative analysis of six groups ofhigh-definition television demand situation, for the follow-up of next company marketingstrategy provides guiding significance. Again with a SWOT analysis, summed up thecompany’s strengths and weaknesses, analyzed company will face opportunity and challenge.Finally，using the4P theory, from the product strategy, price strategy, the promotion strategy and channel strategy undertook elaborating, put forward a series of development for thecompany marketing strategy.