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.

1. 서 론
2. 이론적 배경
    2.1 Cable TV
    2.2 IPTV(Internet Protocol Television)
3. 지역 Cable TV 운영현황과 SWOT분석
    3.1 지역 Cable TV 운영현황
    3.2 지역 Cable TV와 IPTV의 비교
    3.3 Cable TV SWOT 분석
4. 대전지역 Cable TV 경쟁력 강화방안
    4.1 STP 전략
    4.2 SWOT 분석에 의한 마케팅전략
5. 결 론
References

• Hyoung-Hwan Min(한밭대학교 스마트생산경영공학과) | 민형환
• Soo-Yong Park(한밭대학교 융합기술학과) | 박수용
• Dong-Hyung Lee(한밭대학교 산업경영공학과) | 이동형 Corresponding author