东方有线付费电视业务营销战略研究.pdf

东方有线数字付费电视业务营销战略研究 摘 要 本文通过对东方有线的付费电视产品的市场机会、目标市场的详尽 分析，确立了付费电视产品的市场定位和营销战略，对东方有线网络有 限公司的经营工作和今后的发展方向具有一定的指导意义。 本文从上海宏观环境出发，详细分析了电视用户相关需求，并结合 付费电视竞争对手的情况和东方有线自身资源状况，对付费电视产品的 营销机会进行了总体分析。通过对付费电视产品潜在用户市场的细分和 目标市场的定位，结合产品生命周期的分析，提出了付费电视产品快速 渗透的营销战略。并结合互联网经济的发展策略，提出了CSP 的战略选 择，指导了付费电视产品后续的战略实施。 本文重点研究了付费电视产品的市场需求、市场细分和营销战略。 关键词：有线 付费 电视 营销 战略 4 THE RESEARCH OF ORIENTAL CABLE NETWORK COMPANY FOR MARKTING STRATEGY OF PAY TV ABSTRACT This thesis analyzes the market opportunity and the target market of oriental cable network company’s Pay TV product, and lay down the positioning and marketing strategy . It has the guiding meaning for the future work in oriental cable network company. This thesis starts from analyzing the macroscopical environment and the needs of TV consumers, and based on the competition situation and own company’s resource situation, it analyzing the marketing opportunity totally. At the same time, by analyzing the market segments and target market and product lifecycle, get the rapid permeability marketing strategy. On the basis of internet developing way, it raises the CSP(come, stay, pay) strategy choice. This thesis focus on the market needs, market segment and marketing strategy. KEY WORDS: Cable, Network, Pay TV, Marketing, Strategy 5 目 录 前言………………………………………………………………………………………1 第 1 章 绪论……………………………………………………………………………2 1.1 研究背景………………………………………………………………2 1.2 论文内容与结构………