Study On Marketing Strategy Of Liaoning Unicom IPTV Business

Household broadband access rate has been improved year after year due to the implementation of national Broadband China strategy, resulting to rapid broadband-based application development. Since living-room application gateways represented by TVs become a battleground, the competition of TV-centered set-top box (STB) market by telecom operators, broadcasting companies and Internet manufacturers has gone fiercer and fiercer. In particular, new products including digital TV STB, Xiaomi Box and Letv pose a threat to operators’original IPTV landscape. Since its operation on line in2006, Liaoning Unicom’s IPTV business has experienced relatively positive environment and development, by setting up a joint venture with Broadcasting Company to obtain the operation license. Yet, in recent years, Liaoning Unicom’s IPTV has gone through a hard time in terms of business development. If there are no scientific solutions to solve effectively the conflicts between inadequate marketing activities and fast-growing Internet technology development, Liaoning Unicorn’s IPTV business and its broadband applications based on the IPTV platform will be dramatically impacted in a negative way, as far as development speed and scale in the period of strategic opportunities are concerned. Therefore, it will be of great theoretic and practical significance for enhancing the operator’s market competitiveness by bringing up a targeted marketing strategy, using marketing principles and consumer behavior theory, and in combination with the4P policies (product, price, place and promotion) based on the consumption behavior characteristics of Liaoning Unicorn’s IPTV customers.This paper analyzed the current status of Liaoning Unicorn’s IPTV business and dug out a series of marketing issues including poor-quality product, inflexible price policy, impeded marketing places, and promotion activities which failed to stimulate users’consumption enthusiasm. In order to come up with marketing strategies suitable for Liaoning Unicorn’s IPTV business, this paper adopted the methods of investigation and comparative studies to conduct analysis of consumer group characteristics and competition environment of IPTV business. Based on the conclusions drawn from the study, this paper presented a marketing model in which products are designed to match the demands, product advantages are used as competitive means, product quality and service quality are improved, a flexible pricing system is set up, original marketing channels are improved, Internet and virtual communities are built, In addition, the paper offered a marketing strategy to public users which is different from industry users, building tailored IPTV marketing strategies of Liaoning Unicom differentiated from traditional operator’s marketing measures and models. Finally, this paper put forward marketing measures which include building a people-oriented company culture and strengthening trainings of marketing staff. The research method and analysis strategy used in this paper is the application of marketing principles and consumer behavior theory in the field of telecom operator’s IPTV business, which offers a reference in terms of marketing model improvement by operators in the process of Internet transformation.