Research On The Competitive Strategy Of ZS Group Government-enterprise Business

With the deep integration of the three networks and the accelerated development of the Internet,the CATV users of the radio and television network are constantly occupied.In recent years,the net loss of users of the radio and television network has begun to appear.With the change of user behavior and living habits,the loss of radio and television users has been difficult to reverse,resulting in an unprecedented threat to the radio and television business.Radio and television operators need to find out New business growth points to make up for the loss of customers in the home end.With the coming of 5g new technology,Internet of things technology,artificial intelligence and the concept of "Digital China" and "smart society" and the background of safe and controllable localization substitution,the market demand of information construction business targeted at the government and enterprises is huge,which is mainly occupied by manufacturers,integrators and operators.Its representative manufacturers are Huawei and Haikang,integrators are China soft,Neusoft and digital Guangdong,and operators are mainly represented by Unicom and Telecom.As a radio and television operator,ZS group,as a local radio and television network unit in Guangzhou,has not paid enough attention to the information business of government and enterprises due to the lack of market foresight before,so ZS group has a relatively small share in the industry compared with some radio and television operators in other provinces and cities,and its development is relatively backward.There is still a big gap with the more powerful competitors in the government enterprise industry.Therefore,how to choose the competitive strategy suitable for ZS group's government and enterprise business,how to choose the target market and use its own advantages to build a competitive market,so that ZS group's government and enterprise information business can occupy a certain market share in Guangzhou,which has become an urgent problem for ZS group to study.First of all,it analyzes the basic situation of the group and the current situation of the government and enterprise business,finds out the problems existing in the government affairs business of ZS group,and obtains the advantages and disadvantages of ZS group in the market competition of the government and enterprise;uses pest and five force models to analyze the macro environment and the industry environment respectively,and then selects three successful market benchmarks in this field to analyze and summarize the success of the industry The key factors are the opportunities and challenges of ZS group,and the four alternative competitive strategies of ZS group's political business development are formulated by SWOT tools,and the most appropriate strategy of ZS group's current political business competition is selected by QSPM quantitative tool modeling.Finally,the target market is analyzed and positioned,and ZS group's centralized and differentiated competitive strategy is formulated based on various factors.Four links,namely channel expansion,product R & D,project implementation and after-sales support,are selected to design value creation activities to establish differentiated advantages and formulate strategic plans and guarantee measures for Strategic implementation to ensure the smooth implementation of the group's business competition strategy.Through the study of ZS group's business competition strategy,this paper hopes to find a new business growth point of ZS group to make up for the loss in the traditional business market.And for other brothers radio and television to provide a little reference in the development of government and enterprise business.