Study On Marketing Strategy Of OTT STB For YSTen

With the development of the television industry of OTT overseas, the domestic development of IPTV and digital TV industry, in order to promote the industry of the three networks, the Administration of Broadcasting and Television issued the first operation licenses to three domestic media operating companies, CNTV, Shanghai Culture and Broadcasting Company, Hangzhou Huashu in March2010. The issue of the licenses represents the official political permission for the services of OTT in China, and signifies the official launch of OTT television industry.YSTen Technology and Science supplies integrated "cloud-terminal" video application platforms, providing services for burgeoning industries such as the integration of the three networks, intelligent electric power network, interactive businesses and trades, digital cities. In the field of internet television, YSTen, together with CNTV, CIBN, established the associated joint-venture operation institute, becomes a major in-depth participant in this field by offering CNTV and CIBN terminal-to-terminal internet television platforms and industry counseling services. With its resources in CNTV and CIBN, YSTen also cooperates extensively with China Telecom, and other large-scale companies. Recently YSTen and CNTV jointly released their shared brand product—YSTen, the innovative smart terminal.YSTen, as a company that has wide-range cooperation with the holders of operation license in internet television industry, with its creativity in cloud-end technology, should take as first priority into consideration the question of how to utilize its advantages in resources to take the lead in the competition in sales of smart televisions. Taking this context as the point of intervention, the present paper takes as its research subject YSTen internet television terminal, applies the theoretical knowledge in sales and marketing, and makes use of various tool to investigate the macro and micro environment in which YSTen is situated. Then with the help of SWOT method, it summarizes the advantages and disadvantages, opportunities and challenges that YSTen internet TV terminal is now facing.In addition, the paper proposes concrete sales strategies for YSTen internet terminal products in the aspects of products, services, and prices, after it has further analyzes the positioning and divisions of the users and the target market of internet TV terminal, and draws lessons from the successful experience of its competitors.