Research On The Markting Strategy Of Hengyang Cable High Definition Interactive TV

With the Internet plus the arrival of the era of triple play to accelerate,with new business and development,such as computer,intelligent mobile terminal,IPTV,OTT box,to bring the crisis of traditional media.However,more and more homogenization of services provided by different operators,as a cable operator,must give full play to its own unique high-definition interactive advantage,in order to seek steady development in the competition.In this paper,by reading a lot of literatures of the marketing theory,the basis of previous researches,it focuses on the system of marketing strategy of Hengyang cable high-definition interactive TV business modernization:(1)combined with the actual situation of Hengyang cable company including internal company development history,structure,organization of human resources,the use of Potter’s five forces model and PEST model focus on the external environment and competition situation of research;(2)according to the present situation of the marketing strategy of Hengyang cable high-definition interactive TV services currently implemented,using 4Ps theory,carries on the detailed analysis from the four aspects of the promotion,omitted products,price and channel,evaluation of the implementation of the business in 2016,pointed out the existence of the strategy in the marketing process the problem and analysis;(3)according to Hengyang cable high-definition interactive TV business is currently lack of marketing strategies Specific feasible suggestions for improvement.Based on the research of Hengyang cable high-definition interactive TV business marketing strategy,to provide practical value for Hengyang cable of the business marketing,promoting enterprise reform marketing framework,but also to also face fierce competition situation of the cable TV counterparts bring reference value.