摘要
为了适应科技进步形势、服务国家信息化建设、加快广播影视改革,我国
近年来正在大力推进电视信号由模拟向数字的转换。
作为全省有线数字电视的唯一运营主体,河南有线正式在2013年开始在全
省十八个省辖市同步推进有线电视的数字化整体转换。
河南有线的数字化整体转换具有鲜明的特色,是以双向化、高清化为目标
的。为了配合这一目标的实现,河南有线在产品、价格、渠道、促销方面都制
定出了具有针对性的具体措施。经过半年多的营销实践,事实证明了这些措施
都大力地推动了河南有线数字电视业务的营销。
本论文以案例分析的形式,对河南有线数字电视业务现有的营销实践进行
了全面地介绍和评价。
首先详细介绍了河南有线数字电视业务开展的背景,包括河南有线公司情
况的介绍,数字电视行业在国内的发展现状和在国外的发展趋势,以及河南有
线数字电视业务所处的宏观环境。
其次客观描述了河南有线数字电视业务现有的营销实践活动,河南有线在
营销实践活动中提供了丰富的数字电视业务产品,制定了合理的终端和产品价
格,建立了全面的营销渠道体系,实施了有吸引力的促销方案。
然后认真评价了河南有线数字电视业务的营销实践。在成功经验方面,包
括有营销实践符合河南有线的战略要求、新颖丰富的产品类型体现了三网融合
的特色、合理制定的价格具有较强的引导性、在原有渠道基础上积极开辟新的
营销渠道、积极利用体验式促销策略引领用户进行消费;在存在问题方面,包
括有目前种类较少的产品包缺乏个性化的市场细分、过于关注普通客户但缺乏
针对高端客户的营销策略、没有利用社会力量来完善代理商渠道、促销力度太
大的产品包不利于以后的产品销售、对服务问题重视不够并且缺少完善的客户
服务体系;在产生问题的原因方面,包括有自身市场意识不强、数字化整体转
换任务艰巨、双向网络改造制约发展。
最后明确提出了河南有线数字电视业务营销的完善措施,包括有增加产品
包种类并进行个性化细分、重视和完善针对高端客户的营销策略、积极利用社
会力量完善代理商渠道、减小促销力度以避免影响以后的产品销售、重视客户
服务并建立完整的客户服务体系、根据十八届三中全会精神及时调整未来的发
展战略和营销策略。
关键词:河南有线数字电视营销策略
Abstract
Abstract
China has vigorously promoted the conversion of television signals from analog
to digital in recent years, in order to adapt to technological advances, serve national
information construction, and facilitate reform of radio and television.
As the province's only digital cable TV operator, Henan Cable is finally ready
to officially initiate the overall conversion of digital cable TV in eighteen provincial
cities simultaneously in the year 2013.
The most distinguished feature of Henan Cable's overall conversion is that it is
targeted to be two-way and high-defined. In order to meet this goal, Henan Cable has
worked out a more detailed specific measures in product,pricing, channel and
marketing. After 6 months' marketing practices, it has been proved that these
strategies have vigorously promoted the marketing of Henan digital cable television.
In this thesis, I introduce and evaluate the marketing practice of Henan Cable's
digital cable television business in the form of case studies.
Firstly, I introduce the background of Henan digital cable television business,
which introduces the general information of the company and digital television
industry in the domestic and in foreign current development trends, as well as the
macroeconomic environment.
Secondly,I introduce on the practical application of various marketing
strategies. Henan Cable provides rich digital television service products, to develop a
reasonable terminal and product prices, the establishment of a comprehensive
marketing channel system, the implementation of attractive promotions in marketing
practice activities.
Thirdly, I Careful evaluation of digital cable TV services in Henan marketing
practices. After successful experience, including marketing practices comply with
the strategic requirements of Henan wired,rich novel type of product characteristics
reflects the triple play, develop a reasonable price with a strong leading, on the basis
of the original channels to actively open up new marketing channels,active use of
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