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在新媒体时代背景下,有线电视功能与内容也随之不断完善,从一定程度上改善了广电运营商在新媒体时代的不利局面。近年来,我国有线电视用户数量一直保持着持续增长的态势,但随着IPTV及互联网盒子的发展,有线电视面临的市场形势越来越严峻。本文从市场营销的角度,分析了我国有线电视发展面临的机遇与困境,并结合市场需求,尝试性提出有线电视营销方式的创新策略,以期通过有线电视服务营销体系的建立和运行,打造有线电视在市场中的竞争优势,促进我国广电业务健康、可持续发展。
In the context of the new media era, the functions and content of cable television have also been continuously improved, to a certain extent, improved the adverse situation of radio and television operators in the new media era. In recent years, the number of cable subscribers in China has maintained a steady growth trend. However, with the development of IPTV and Internet boxes, the market situation facing CATV is becoming more and more severe. This article from the marketing point of view, analyzes the opportunities and dilemmas faced by the development of China’s cable television, combined with market demand, tentative proposed innovative marketing strategy for cable television, with a view to through the establishment and operation of cable television service marketing system, to create cable television Competitive advantage in the market, and promote the healthy and sustainable development of radio and television business in our country.