대전지역 Cable TV의 운영현황 및 경쟁력 제고 방안

• 영문명: The Operation Status and Competitiveness Reinforcement Plan of Cable TV in Daejeon Area
• 발행기관: 한국산업경영시스템학회
• 저자명: 민형환(Hyoung-Hwan Min) 박수용(Soo-Yong Park) 이동형(Dong-Hyung Lee)
• 간행물 정보: 『산업경영시스템학회지』제45권 제3호, 115~122쪽, 전체 8쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 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 competitive- ness 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.

목차

1. 서 론

2. 이론적 배경

3. 지역 Cable TV 운영현황과 SWOT분석

4. 대전지역 Cable TV 경쟁력 강화방안

5. 결 론

키워드

Local Cable TV Marketing Strategy IPTV Marketing Mix SWOT