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http://dx.doi.org/10.11627/jksie.2022.45.3.115

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

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)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.45, no.3, 2022 , pp. 115-122 More about this Journal
Abstract
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.
Keywords
Local Cable TV; Marketing Strategy; IPTV; Marketing Mix; SWOT;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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