The Research on the Marketing Strategy of N etwork Televisions based on4C&4P Theory
|School||Central China Normal University|
|Keywords||Video website Network television imgo-TV Marketing strategy|
With the development of digital technique, internet and such these ICTs, great changes had taken place on the media environment. The integration of a variety of media and communication terminals were giving increasing treat to the traditional media. In order to meet the challenges brought by new media environment, traditional TV media was accelerated integrated with the network, and mutually improved with new media, exploring new development, the emergence of network television was a realistic choice to conform to this development. In the fierce market competition and diversified media environment, the growing network televisions should exigently integrate the advantages of traditional television and the Internet, highlight the core competitiveness and seize the commanding heights of the market to achieve improving economic performance.On the basis of the classical marketing theory of4P and4C, imgo-TV was chosen as the specific case to study the marketing strategy of network televisions in this paper. The paper included4parts, in the first part, the background, purpose, meaning, content, methods, and domestic research status of this study was summarized.4P&4C theory and network television marketing and other related concepts were also explained and defined. In the second part, the network television marketing status at the wholly media era was minutely analyzed, at the beginning, the macro-environment and industry status were analyzed to distinguish the opportunities, threats and challenges that network televisions should be meet with; then the content and user interface of imgo-TV was shown to analyzed the product of network television; in the end, the current marketing capacity of the network television was analyzed in several aspects included the market status of network television, distribution channels and advertising. In the third part, the marketing differentiation and reasonable market position were studied by distinguishing the segment and target market of network televisions to choose the appropriate competitive strategy for the network televisions, In the last part, the marketing strategy of network televisions for network televisions at wholly media era was given based on4P&4C theory.According to the statistics of CNNIC, the amount of Internet users in China had reached618million people after2013, the online video users were rapidly increasing and the market had reached12.81billion yuan. With the persistent implement of the triple-play bundling policy, network television would have great development. This paper summarized and gave theoretical guidance together with the methods and ideas to run the practice to make the network televisions clear the market target, find accurate market positioning, meet the needs of the target audience and increase market share in the intense market competition. Therefore, this research had greatly practical significance.