Research About Development Strategy Of Laiwu Broadcasting And Television Network Company

Currently, the broadcasting and television networks (cable operators) are one of the main force of the national "tri-networks integration" project, of which the broadcasting & TV network company in prefecture level constitute the fundamental unit to implement this project. However, most of the municipal network companies, arising from the restructuring of the public institutions, are facing not only increasingly severe external situations, but also many such common drawbacks as inflexible institutional mechanism, substandard management, lack of professionals and poor marketing and service ability. Both "internal and external troubles" make it difficult for the enterprises to meet the increasingly fierce market competition. In order to achieve the sustainable development of enterprises, many companies are concerned about exploring ways to manage itself from a strategic prospective. However, the majority of the managers of enterprises tend to be rather conservative and boast relatively weak ability to accept new things. Meanwhile, the enterprises show less initiative in strategic adjustment. All this leads to the incompatibility of enterprises’development with the existing strategy, which is especially apparent in small municipal network companies. It is the same with Laiwu Broadcasting & TV Network company.Therefore, this paper, taking Laiwu Broadcasting & TV Network company as the study subject, using a combination of the related theories and methods of strategic management, with the help of such analytical methods as PEST, the Five-force Model, SWOT Matrix, BCG Matrix, systematically analyses its external environment and internal conditions to make strategic selections for the company and propose implementation approaches as well. Hopefully, through this research, this paper could provide effective guidance for the development of this company and example for similar domestic operators to draw. The details of this dissertation are listed as follows:In the part of relevant theories and literature review, this paper explains the meaning and process of strategic management and combines the situation of literature research concerning the broadcasting and television network.In the part of strategic analysis, this paper conducts in-depth analysis of the external environment and internal conditions of this company. Firstly, this paper, using the PEST and the Five-force Model, analyses such external environments as the macro environment, industry competition as well as the economic characteristics facing the company. Secondly, the company’s internal conditions, from the aspects of the company’s resources, capability and core competency, are also analyzed.In the part of strategic selection, this paper firstly, using the SWOT Matrix analysis, conducts a comprehensive analysis of company’s strengths and weaknesses, opportunities and threats. Secondly, based on the analysis results, it selects the strategy of the company. And finally, this paper, using BCG Matrix analysis, implements portfolio management of the company’s basic business and chooses the competitive strategies of business units respectively.In the part of the implementation of the strategies, this paper proposes ways to implement the company’s strategy and the competitive strategy of business units respectively.Through analysis and research, this paper suggests that Laiwu Broadcasting & TV Network company should choose the company strategy integrating diversification strategy, innovation-driven development strategy and alliance strategy. In terms of the company’s four basic businesses, namely traditional cable television, Pay TV, two-way interaction and the broadband, the four competitive strategies of cost leadership, differentiation, hybrid and non-key development should be taken respectively. In this paper, the author argues that the company, in implementing the diversification strategy, should develop the content industry, tap value-added business, strengthen capital operation, etc; in implementing the innovation-driven development strategy, should deepen the management reform, strengthen marketing and service innovation and, etc; in implementing the strategic alliances, should establish cartels and cross-industry alliance. Meanwhile, the competitive strategy of business units should be implemented in such areas as user development, enlargement of spending on infrastructure, marketing services differentiation and correct location.