The Research Of Zhejiang Telecom IPTV Marketing Tactics During The Growing Period

In recent years, the rapidly development of communications and information technology makes Tri-networks integration possibly and meanwhile promote different operations for cross-business. IPTV is one of the most important methods to realize Tri-networks integration. Since gradually shrinking in phone market, strong competition in mobilephone business and succession decreasing in ARPU(Average Revenue Per User) of telecom voice business, operators are seeking for new increase opportunities so that the layout of IPTV is particular important.Six-year’s development of Zhejiang Telecom IPTV makes the market from import period grow the period and have1,200,000users. Face to strong competition from digital cable television and potential threat from international television, Zhejiang Telecom must give a full play to IPTV’s advantages to from an unique business content which is different from competitive products so as to based on the competitive market.This paper based on the growth of ZheJiang Telecom IPTV business to analyzes the main competitor of broadcasting TV and main competitive product of cable digital TV with investigate data from IPTV users to conclude the market characteristics of ZheJiang Telecom IPTV which including consumer’s willings,features,factors that influence consumers to buy IPTV products, consumers’ products demands and their satisfaction to service from ZheJiang Telecom IPTV.It also analyzes the marketing strategy and based on the current development state of ZheJiang IPTV,a series of specific marketing strategies pointed out that includes the differentiation of product strategy, the integration package of charge strategy, the combination with traditional and media of channel strategy, the propagate to consumption of promotion strategy. Through the formulation and implementation of these marketing mix strategies, it can help to expand the development of IPTV business, make a breakout of ZheJiang Telecom IPTV and complete the strategic transformation.