Broadcast and the telecommunication industry have led in the meantime a business in each scopes. However, broadcast and telecommunication shall compete as rivals in markets, and it is a situation in convergence environments of broadcast*telecommunication.
I studied it about price strategies in operation various marketing ways to be able to win successfully through convergence environment in a point of view cable TV at this paper. Specially, I presented a simple course regarding bundling price strategy through the results of questionnaire.
The first, The customer(62%) were currently using a bundling commodity(or Service) more than 2. And, 53% of a customer have intention of in order to join next three bundling commodities. That is, we will join it, and the customer a bundling commodity can take thing in order to get from price discount.
The second, Customers internet + broadcast + cellular phone use hope rate(27%) was highest among the rest three bundling commodities. Customer preferred a broadcast + Internet + telephone bundling commodity(20%) with the second. This was the results for I confirmed thing called commodity admitted, and the TPS commodity which a cable TV company would proceed with to be able to do in a market.
The third, The opinion that will use three bundling commodities to 30,000 won~35,000 won can mostly know that a customer prefers an economical price in the price sides. Also, the questionnaire results that weren't able to defeat a huge telecommunication company(KT, SK broadband etc) were said in commodity configuration and the price that a cable TV company was same(Cable TV selects 22% only).
Consequently, I can get a conclusion that cable TV company shall provide the bundling commodity which an economical price(About 2000-3000 won discount) and customer want than competitors, and I am able to win in competitions. However, it shall be the bundling price that took the cost of a company into consideration. A cable TV company shall provide additionally a quality of service and discriminative benefit etc, and It may lead a market.