Analysis Of CH TV Online Marketing Strategy Based On Consumer Behavior Analysis

Since the advocacy of Internet thinking by Robin Li(Li Yanhong),the founder of Baidu,major traditional enterprises have set about their own Internet transformation one after another with the advent of the era of big data.After the Premier Li Keqiang put forward the action plan of “Internet +” at the Third Session of the 12 th National People's Congress,e-commerce has become the most important link in enterprises' Internet transformation.With the rapid development of e-commerce,the successful rise of Internet Co such as MI,the Internet transformation of enterprises seems to be a smooth road.However,due to the differences of factors such as channels,shopping methods,online consumers have plausible behavioral patterns,compared with the traditional consumers.The traditional marketing experience has little effect on the accumulation of traditional enterprises for many years.Therefore,through the analysis of the online consumer behavior,looking for ways to meet the needs of online consumers,it is more critical to improve the effectiveness of the marketing strategy.In the television industry,the scale of online sales also is expanding continuously.In recent years,CH's online TV business has been developing slowly.Against such s backdrop,the theory of consumer behavior is adopted to conduct a research and discussion on business strategies of CH's online TV business,starting from analyzing behaviors of online TV consumers,and put forward three key problems that affect the development of their business,namely "how to please the CH consumers","how to improve product competitiveness" and "how to attract more network traffic".To answer the three questions,in this paper,quantitative research and qualitative research methods are used,we have done a huge amount of consumer research.Combined with data analysis,and the online TV consumers are subdivided based on consumers' behaviors and characteristics to identify market segments.An analysis of consumers' demands for television products is made to figure out pain points of consumers.Meanwhile,ways of attracting consumers are analyzed from the marketing dimension in order to increase the user traffic.And from the two dimensions of product definition and marketing strategy,we answer three questions,and put forward rationalization proposals for CH company's online TV business strategy.All these efforts are made to attract more consumers for CH,expand the scale of online business and increase its market share.Finally,based on the analysis of conditions of business,market,competitors and the company itself,forecasts on the marketing model of TV sales in the future is made and the integrated development of all channels based on the O2 O model and the marketing idea of innovation from everyone are proposed.