Research for Marketing Strategy of Digitalization of Cable TV-A Case Study of Kbro Broadband

• Main Author: 解建梅
• Other Authors: 蔣安國
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/wxt476

碩士 === 佛光大學 === 傳播學系 === 101 === In the view of trend of communication and media will drive the development of industry and market the ExecutiveYuan announced the advancement of Digital Convergence Development Act（2010-2015）, according to the report of the Executive Yuan, the coverage rate of the digital convergence users is expected to reach 50 % in 2015 . For reaching this goal the National Communications Commission （NCC）plans the implement procedure and strategies as reforming of Cable Radio and Television Act, adjusting cable franchise policy, unbundling tariff and providing 2 set free Set-top boxes, etc. Challenges are facing the cable TV industry in an effort to speed up the Digitization and how to cope with? This study started with the history of cable TV and the status quo of digitization development, collecting and analyzing the relevant documents, studying the domestic cable TV digitization and environment. My research is concerning on the marketing strategy of the leading provider of cable TV- Kbro and research finds: A. Regarding digitalization of cable TV, set-top box and consumer attitude are fundamental problem. B. The analog cable TV viewers and income are negative growth, pay channel income is positive growth. C. According to Market segmentation, the traditional cable TV is mainly on middle-age and elder and the digital service is mainly on metropolis. D. Pushing marketing is early strategy and now instead of pulling ; event marketing is marketing tool by MSO in recent years. E. Digitalization policy is lack of stability and sources of law are not clearly yet. This study is based on two dimensions of analyzing policy and marketing strategy and provides suggestions. Policy： A. The source of law of cable TV digitization: promoting Cable TV digitization should be authorized legally. It will help to recognize the policy and follow the regulations. B. Policy stability and encouragement: the formulation of digitization policy is lack of stability and incentive; the policy in haste is to perform without assessing thoroughly. The goal of digitalization policy is improved constantly and hard to reach. Especially, it costs a large of investment on cableTV digitalization but no incentive to encourage entrepreneur. C. Intergovernmental Cooperation: The central government should cooperate with local governmental, policies based on consensus, trust and cooperation. The conflicts of national policies between central and local government increase enterprise investment risk. Marketing： A. The cable TV related industries are integrated vertically and horizontally and remove an embargo on cable TV and telecommunication’s cross-ownership could control upstream and downstream cross-platform access to become all dimensions of synergy business on mobile phone, cable TV, channel content and agents and also improve market competitive capability. B. There are two market types “mass market” and “niche market” after Cable TV digitalized. The traditional cable TV is a “mass market” and the niche market is formed by channel combination after the digitization of cable TV. Thus the market segmentation is no longer existed. Therefore, the public could have multiple- choice. C. A channel of distribution includes personal marketing, TV, print media, websites, direct store of MSO, 3C store, event marketing , etc. First of all, we use a nationwide propaganda to create topic, and then adjust marketing according to circumstances. Marketing proceeds in an all-round way. D. Emphasize the characteristics of local media and enhance local news that offers various abundant content and interactive function.