本文首先对白城分公司的营销现状进行分析，阐述了公司在市场中出现的
一些问题，从公司的背景介绍、人员架构、产品内容等进行内部分析，发现了
一些在营销过程中出现的产品竞争力不够、定价机制死板、销售渠道不畅等问
题。其次对市场的宏观营销环境进行了分析，从政治、经济、社会以及技术四
个环境进行了详细分析，从而看出了公司在宏观环境中的优势所在。对于白城
分公司数字电视增值业务的市场分析，从人口因素、使用电视的居住环境等几
方面进行分析，确定了消费人群以及宣传目标。在分析竞争对手方面，对 IPTV、
卫星接收器、乐视盒子等进行分析，看到了公司增值业务的不足以及应该努力
改进的方向。通过以上内容进行 SWOT 分析，通过对公司的增值业务的优势、劣
势、机会和威胁四个方面进行阐述，从而得到相关战略说明。最后，在上述内
容基础上，本文结合了营销管理的相关理论，以白城分公司的自身特点为目标
市场，制定出了以顾客价值导向为中心的整体产品策略，从丰富产品的内容、
服务人员的详细工作流程两方面进行阐述，最终实现用户对于整体产品的满意；
在价格方面实行灵活多样的价格策略，使用户可以改变以前的缴费模式，实现
按月缴费就可以观看增值业务更多的内容；促销方面主要以客户为核心，围绕
客户进行机顶盒置换、活动内容及时更新以及体验式促销等几方面促销策略；
渠道主要是增加营业厅功能、开拓多样的销售渠道并在营销渠道中进行细分市
场。本文以白城分公司为研究对象，对增值业务的营销策略进行了深入研究，
并完善了关于白城分公司增值业务的产品策略、价格策略、促销策略以及渠道
策略，为白城分公司提供了一定的理论和现实参考意义。对企业能准确地分析
市场、把握市场，并为企业创造更多的经济价值具有重要的现实意义。本文的
研究结果不仅为白城分公司数字电视增值业务的营销策略提供了解决方案，同
时也为其它分公司的营销提供了启示和参考。
关键词：
数字电视，市场营销环境，市场营销策略
III
Abstract
Research on the Marketing Strategy of Digital TV Value-Added
Services of Baicheng Branch of Jishi Media
Jishi Media of Baicheng Branch is one of the branches of Jishi Media Co.Ltd.,
which mainly offers 150,000 consumers in Baicheng digital TV broadcasting
services, digital TV value added business and private network and broadband
services for key accounts. With the rapid development of the Internet technology, the
marketing competitiveness continues increasingly. The original strategies of Jishi
Media of Baicheng Branch can’t meet the requirements of current competitive
environment. So we must formulate a series of marketing strategies in accord with
the comprehensive environment in Baicheng if Baicheng branch develops
continuously and stably.
First of all, this thesis analyses the current marketing situation of Baicheng
Branch and states some problems appearing in the market. At the same time, the
thesis analyses the company’s background information, personnel structure , product
content , etc. and finds some problems appearing in the marketing process like
insufficient competitiveness the pricing mechanism rigid, sluggish sales channels
and other issues.
Secondly, the thesis analyses macro marketing environment, carrying out a
detailed analysis of the political, economic, social and technological environment,
from which the author can see the company’s advantages in the macro environment.
From the analysis on the digital value-added services of Baicheng Branch and the
analysis on demographic factors, the consumers’ living conditions, the author
ensure the consumer groups and advocacy goals. In the analysis of competitors, the
author analyses IPTV, satellite receiver , letv boxes , etc. , seeing the shortcoming ofIV
value-added services, and the improvement directions. Through SWOT analysis the
above and the statements of the company's value-added services’ strengths,
weaknesses , opportunities and threats, obtain relevant strategy notes.Finally, on the
above basis, the thesis combines the theories of marketing management and its own
characteristics of Baicheng branch target market , developing a customer- centric
value-oriented overall product strategy, and stating rich products’ content , service
processes of personnel, and ultimately, ensure consumers’ satisfaction with the
overall product. In terms of price, adopt flexible pricing strategy, so that consumers
can change the previous payment model to achieve a monthly payment and they can
watch more value-added services ; as for sales promotion, take the customers as the
core , replace the set-top boxes around the customers, update the activities and do
experiential marketing and other aspects of marketing strategy ; channels mainly to
increase operating room functions and open up a variety of sales channels.
In this thesis, the author take Baicheng Branch as the participant, do a deep
study on the marketing strategy for value-added services, and improve the product
strategy, pricing strategy, promotion strategy and channel strategy of value-added
services in Baicheng Branch, providing some theoretical and practical reference
values for Baicheng Branch. Based on this, Baicheng Branch can accurately analyze
the market , grasp the market and create more economic value for Baicheng Branch.
The results of this study not only provides solutions for marketing strategy of digital
TV value-added services of Baicheng branch, also provides inspiration and reference
for other branches.
Key words:
Digital TV ,Marketing environment ,Marketing strategy
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