Research On Marketing Strategy Of Cable Digital Television Product Xiangtan Guoan Network Company's

Chinese top three operators in communications industry entered the cable TV market,after “Tri-networks Integration Plan” promulgated by the State Council in2010.With the increasingly fierce market competition,optimization and adjustment of marketing strategy in operations management are particularly important for Xiangtan Guoan Network Company.Marketing strategy includes product,price,distribution and promotion factors,which decides the success or failure of the company.The company was founded in December 2000.It's a joint enterprise of Xiangtan Broadcast and Television Bureau and Citic Guoan Informatiom Industry Co.,Ltd.In order to enlarge market share and profit,the company has strengthened efforts to reform and innovation.However,there still exist many problems in the company,such as small product quantity,lack of price gradient,single sales distribution,and non-diversity promotion because of management system and human resource factors.This paper aims to optimize the marketing strategy of Xiangtan Guoan network Company to adapt to the fierce market competition.Based on related marketing strategy theories,this paper will utilize various research methods including literature study,field interview and the method of induction to analyze the company's marketing strategy problems.First,it introduces the background and significance of the topic,synthesizes the research results both at home and abroad,and highlighted the four important theories of marketing strategy.Second,PEST and STP methods will be used to analyze internal situation and external market environment of the company.Then,the company's existing product,price,distribution and promotion strategy will be analyzed and stated.Third,solutions to the company's existing marketing strategy problems will be presented from the four aspects of product,price,distribution and promotion respectively.Finally,security measures will be established according to company's existing systems and mechanisms in operation,human resources,performance,and financial management.Based on the product,the external market environment and internal situation of the company,this paper will update the company's marketing strategy,provide the corresponding marketing strategy optimization scheme,and suggest security measures for implementation.The research result will offer opinions or suggestions for company to increase market competitiveness,as well as help cable operators to readjust and optimize marketing strategies after “Tri-networks Integration”.