An Analysis On The Marketing Strategy Of The Broadband Business Of Baoding Broadcast & Television Network Company

On January 13,2010,Premier Wen Jiabao of the State Council chaired an executive meeting which decided to accelerate the integration of telecommunication network,broadcast and television network and Internet.During the next few years,telecommunication enterprises actively deployed the application of video business.On August 1,2013,the State Council promulgated "Broadband China" Strategy and Its Implementation Plan,and then our state promulgated a series of policies and related documents around the "Broadband China" strategy.Subsequently,telecommunication enterprises accelerated the construction of high-speed broadband network,the broadband upgraded rapidly,and the advantages of cable TV in video clarity and fluency were gradually weakening compared with IPTV.The broadcast and television network was facing the positive competition of video,broadband and other services.This paper takes Baoding Company of Hebei Broadcast & Television Network Group(hereinafter referred to as Baoding Broadcast & Television)as the research object.Through the analysis of the market environment it faces and the organizational elements and methods of existing marketing channels,the paper puts forward that it is necessary to optimize the channels of Baoding Broadcast & Television Company.For a long time,due to separate supervision,the cable TV develops difficultly in broadband business,and it has no its own brand and service characteristics of broadband business,nor has it found a suitable marketing system and strategies.Under the background of booming Internet business and the integration of three networks,combining its own advantages,how to formulate and implement marketing strategies of broadband business,enhance the market competitiveness of enterprises,and gain a firm foothold in the broadband market in order to gain a larger market share are the issues that every practitioner of broadcast and television network should consider.This paper uses the frontier theories of 7Ps marketing,SWOT analysis,PEST analysis and Porter's Five Forces analysis.Based on the detailed analysis of the macro and micro environment Baoding Broadcast & Television faces,it focuses on the analysis of the external market and the internal marketing status and problems of the broadband business.Finally,it is concluded that due to the unsolved problem of Internet export,and the lack of marketing experience and promotion efforts,it is difficult for Baoding Broadcast & Television to seize a large market share,and it can only rely on the original television business to support its development.Faced with the huge challenges of other operators and the great business opportunities brought by the integration of three networks,this paper puts forward a series of measures adopted by Baoding Broadcast & TV in broadband marketing strategy.Finally,in order to ensure effective implementation,it further elaborates the relevant safeguard measures to be taken.Based on the relevant theories,this paper further analyses and studies the broadband marketing strategy of Baoding Broadcast & Television,which has strong practical significance and has certain guiding significance for the broadband business marketing of Baoding Broadcast & Television in the future.