Queensland Extensive Online Marketing Strategy Optimization

With the continuous development of science and technology, the informatizationand digitization become more and more important to the national radio and televisionnetwork operators, and the relevant industry. Because of the advanced electronictechnology and the computer technology, the network communication technologiesrapidly develop into the field of radio and television networks. And, the digitaltelevision industry is facing unprecedented challenges and opportunities. In thetelevision industry, the operators are developing and transforming the methodstoward the high-definition, digitization, and interaction.Since the SARFT (the State Administration of Radio, Film and Television)determined the integral transition from analog television to digital television, thenational relevant departments have launched a series of effective policies to promotethe conversion price of the digital TV and tax, in order to accelerate the rapid andcontinuous development of digital TV industry in China.2005, the digital was promoted in Kunming, and the integral transition was madein some high quality communities and companies. At the beginning, thetransformation encountered some problems, but has been saluted step by step throughthe grope. During three years,(2006to2008), the digital TV of600000users inKunming city has been carried on the comprehensive transformation. Then, thecompany’s operation model begins to the digital pay TV.And then, I work for The Kunming Radio and Television Networks from2006,until today had7years. Has engaged in Digital cable TV network maintenance,Administration Business hall, Compensation and performance management, Developnew Customer, rural users analog TV, digital TV user charges two-way development,Kun wide network maintenance station management. These Experience fromdifferent sectors of the work made me benefit a lot, and I knew Operation andmanagement of he Kunming Radio and Television Networks, so I think I has voice inIn the field of this study. Through the research of this thesis, economic returns andsocial benefits of The Kunming Radio and Television Networks will be effectivelyincreased.Under the guidance of policies from the SARFT (state administration of radio, film and television), there have been some successful operating model explored bysome cities, and has made a great contribution for the development of digital TV,however, in the actually the development of digital TV still encounter many problemsand become the main factors which restricting the development of digital television.Based on the research of the marketing model, this thesis will focus on theadvantages and disadvantages of digital TV, and analysis the demands of theconsumer groups. At the same time, using the4PS and SWOT in marketing, theauthor will deeply analyzes the customers resources in the Kunming Radio andTelevision Networks and the marketing strategy, thus further promote the businessdevelopment and technology progress of the Radio and Television Networks inKunming.According to the market segmentation of the different target customer, theKunming Radio and Television Networks launches different digital televisionproducts, moreover, the company should be based on Kunming go the way oflocalization and the branding. At the same time, the company should make differentproducts prices for different customers, and improve customer loyalty, in order toestablish a variety of sales channels.To sum up, in the background of the integration of three nets(telecommunication network, broadcast network and interconnection network) fusionand Yunnan Radio and Television Networks, the Kunming Radio and TelevisionNetworks should establish a full service marketing consciousness in order to adapt tothe fierce market competition. Moreover, the company should further improve servicequality and effective supervision and management system, widely excavate thecustomer and maintain the long-term cooperation relationship with the customer, andactively explore new operation mode, make much greater contributions for thesustained, healthy and rapid development of the Radio and Television Networks inKunming.