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Marketing Strategy of Chinese Cable Dtv in the Integration of Telecommunications Networks, Cable Tv Networks and the Internet

Author: LinZuo
Tutor: ZuoShuGuang
School: Chongqing University
Course: Communication
Keywords: Triple play Media Convergence NGB Digital Cable TV Marketing analysis
CLC: G221
Type: Master's thesis
Year: 2010
Downloads: 370
Quote: 0
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Abstract


Development of communication technology , and knocked on the door to the convergence of the broadcasting industry and the communications industry . At the same time , digital technology also makes the ever-changing media industry . New media to flourish in the world , prompting the traditional media to find a new breakthrough in its content and publishing platform . TV industry in China as a traditional media to adapt to the integration of media one way that the promotion of digital cable TV , massive amounts of information to provide users with broadband services . The new national policy to promote closer and closer to making triple play footsteps , will face more challenges and opportunities as the great potential of digital cable TV . Cable television subscribers in China exceeded 150 million , of which more than 50 million digital TV subscribers , market prospects . However , the development of a variety of new media threat of digital cable TV market . Although the nation's major cities to complete the overall conversion of digital TV , but faced with the difficult to expand the number of users of its interactive value-added services , an urgent need to strengthen the digital cable TV business marketing . Combined with triple play in the background , this article analyzes in the third and fourth part of the triple play , competing parties of conflicting interests and strengths and weaknesses , and facing digital cable TV market macro and micro marketing environment made ??an in - depth analysis . At the same time , the introduction of the next generation of broadcast television networks (NGB) , and pointed out the characteristics and development trend of the next generation of broadcast networks , point to understand the direction of digital cable TV is to improve . How to allow users to accept and use the new digital cable TV infotainment services , is the focus of this article to discuss . This is the fifth part , combined with the development of Chongqing Cable and other various network cable network company instance , analysis of how to carry out the brand strategy , diversified product strategy , pricing should be considered , and so are the operators needs improvement of marketing tool. Closely linked to the development of digital technology and the media to change the general direction of this paper standing on the point of view of a high-end industrial layout dialysis digital TV market rules provide a theoretical basis for future digital TV operators .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Organization and management
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