산업경영시스템학회지 (Journal of Korean Society of Industrial and Systems Engineering)

  • 제45권3호
  • /
  • Pages.115-122
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  • 2022
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  • 2005-0461(pISSN)
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  • 2287-7975(eISSN)
한국산업경영시스템학회 (Society of Korea Industrial and System Engineering)
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대전지역 Cable TV의 운영현황 및 경쟁력 제고 방안

The Operation Status and Competitiveness Reinforcement Plan of Cable TV in Daejeon Area

  • 민형환 (한밭대학교 스마트생산경영공학과) ;
  • 박수용 (한밭대학교 융합기술학과) ;
  • 이동형 (한밭대학교 산업경영공학과)
  • Min, Hyoung-Hwan (Department of Smart Production & Management Engineering, Hanbat National University) ;
  • Park, Soo-Yong (Department of Convergence Technology, Hanbat National University) ;
  • Lee, Dong-Hyung (Department of Industrial & Management Engineering, Hanbat National University)
  • 투고 : 2022.08.07
  • 심사 : 2022.09.22
  • 발행 : 2022.09.30
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초록

As cable TV, which has been leading the paid broadcasting market, has given the lead to IPTV, which has huge communication capital, its competitiveness is gradually weakening. This study examines the operation status of local cable TV and seeks ways to strengthen competitiveness for survival. To this end, we conducted data analysis such as related statistics, broadcasting industry survey reports, IPTV growth reports, CMB management indicators, paid broadcasting literature data, marketing reports, industry success stories, and marketing mix and SWOT analysis. As a result, four strategies for strengthening the survival competitiveness of local cable TV, namely joint purchase apartment marketing strategy, influencer marketing strategy, relationship marketing strategy, and digital marketing strategy were derived. Therefore, the results of this study can contribute to the improvement of the competitiveness of local cable TV, which has been with local residents through close content, and can be used as basic data for establishing marketing strategies for local cable TV in the future.

키워드

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