| With the advancement of the integration of the three networks,IPTV service has been developing rapidly.Guangdong Telecom IPTV service was jointly launched by Guangdong Radio and Television Station,China Telecom Guangdong Branch and CCTV International Network Co.,Ltd.After more than half a year of platform and content construction and more than four months of pilot commercial operation,it was officially launched and operated in Guangdong province on May 9,2014.At present,there are 223 channels,At the same time can provide time shift and 7 days back to the service.VOD service gives consideration to both basic package and value-added package.In May 2018,the number of IPTV users of Guangdong Telecom exceeded 10 million.First,it introduces the development status of domestic IPTV services,including product composition,technical implementation and user analysis.Using PEST to analyze the competitive environment of Guangdong Telecom’s IPTV business,it involves four aspects: policy,economy,social culture and technology.The main competitors of IPTV business,cable TV and OTT,use SWOT to analyze the advantages,disadvantages,opportunities and challenges of Guangdong Telecom’s IPTV business.The marketing strategy has the problems of unreasonable product structure,single sales channel,lack of differentiation in pricing and single promotion means.At the same time,in the selection of target market,only household users are selected,and the government and enterprise users who contribute the most to Guangdong Telecom’s broadband business revenue are not affected.Not covered,the above problems need to be corrected in the formulation of marketing strategies.This paper subdivides the market,selects the target market according to its own situation and market environment,and proposes marketing strategies and safeguard measures based on this.Through market segmentation,it can be concluded that the target market of Guangdong Telecom’s IPTV should be: urban backbone households and hotel users who use Cantonese.According to the target market,the marketing strategy is formulated,and the reference dimensions are product,price,channel and promotion.Home users and hotel users have different needs for products,so it is necessary to develop different products to meet the differentiated needs and provide personalized solutions.Be mindful of differentiation when implementing your pricing strategy.Expand sales channels,focus on online channels while maintaining offline channels,and focus on cooperation with e-commerce.Establish a unique brand image,combine online phenomenon marketing and theme marketing.At the same time,it is proposed to formulate safeguard measures from the perspectives of talents,technology and strengthening cooperation to ensure the stable and efficient implementation of marketing strategies. |
