Research On Marketing Strategy Of Broadband Business Of Radio And Television SD Network Company

In 2020,"One national radio and television network" will be listed,and in 2021,"One National network" broadband intensive operation will be implemented,which will bring qualitative changes to Broadcasting Network Company business,help to further reduce broadband costs,improve broadband quality,and form a competitive broadband business.However,compared with the three major operators,there is still a certain gap in the development of Broadcasting Network Company,how to make good use of this opportunity to get a leap of development,not only to have technical support,but also through strategic innovation and other ways to improve production and operation performance.Taking The SD Network company as an example,this thesis makes an in-depth analysis of the marketing status,existing problems and internal and external environment of the broadband,in order to improve the market share of the broadband and improve the user satisfaction of the broadband.This thesis takes the broadband business marketing strategy of Broadcasting SD Network Company（hereinafter referred to as Broadcasting SD Company）as the research object,uses literature induction to sort out and summarize some relevant research theories and achievements at home and abroad,combines the research object of this thesis,and takes the current situation and existing deficiencies as the starting point of case analysis.The improvement measures of broadband business marketing strategy of SD Network company are summarized.In view of the above problems,it is suggested that Broadcasting SD Company should optimize marketing strategy from multiple aspects such as repositioning target market,upgrading product system,optimizing price strategy,promoting channel construction and perfecting promotion policy.For example,in the repositioning of the target market,we should adopt a three-step approach of "non-differentiated market strategy,concentrated market strategy and differentiated market strategy" to gradually help its strategic characteristics from formalization,simplification and popularization to flexible,diversified and differentiated development;In upgrading the product system,we should strengthen the advantages of two-way network technology and create differentiated product strategies.In terms of optimizing the price strategy,it is necessary to reduce the company’s operating costs and promote cost reduction and efficiency improvement by improving the operation support and improving the internal mechanism,so as to improve profits and affect product pricing.In promoting channel construction,we should actively build a "3+N" diversified service channel system with business hall as the main channel,ground promotion,electric marketing,live broadcasting and other innovative channels;In the aspect of perfect promotion policy,we should adopt multi-channel and diversified promotion policy,increase promotion activities and enrich contents,strengthen marketing business training,optimize the assessment system,and improve sales performance.