Radio And Television Operators Into The Broadband Services Market Strategy

Three Networks Convergence is the Information Technology industry's orientation worldwide, by which the network of telecommunications, the network of broadcasting and the internet are about to converge in the sense of products and services, and then help to lead a significant change in the information life. On 13 January 2010, the Chinese State Council decided to speed up to impel Three Networks Convergence in China in order to realize the three networks linked smoothly, the resources shared perfectly and the multi-businesses of voice, data and broadcasting provided well to customers, which indicated the formal start of Chinese Three Networks Convergence. In the period of Three Networks Convergence, each network can carry the businesses founded by the other two networks, which will result in competitions. Therefore, the network operators should carry out the research of entrance to a new market.In fact, Chinese telecommunication operators have already entered the broadcasting market essentially by the business of IPTV and have developed a number of customers. Though Chinese Broadcasting Operators ever provided the business of broad band access to internet in some local areas, the scale of networks was limited and the promotion of marketing was inadequate so that the market share was very small. When Three Networks Convergence starts formally, the industry of broadcasting network will both be faced to the challenge caused by the telecommunication operators'entering the broadcasting market and will take steps to enter the telecommunication market of which the business of broad band access to internet is worth entering. Thus, it is necessary both to research the strategy for the industry of broadcasting network to enter the market of business of broad band access to internet and to propose feasible strategic suggestion for it. It is under the circumstances that the dissertation's work was achieved.The dissertation is divided into six parts. To start with, the introduction part briefly describes the background, significance and logics of the research. In the second part, the assumption of Broadcasting Operator is put forward according to the telecommunication operator's characters in the light of the current situation of broadcasting industry and the demands of Three Networks Convergence. In the period of Three Networks Convergence, the operators of telecommunications, broadcasting and internet will launch the general full service operation by means of their own network resources and technical advantages while the Broadcasting Operator is the market and network player standing for the broadcasting industry to participate in the general full service operation. The third and forth part analyze in detail the external and internal environments in which the Broadcasting Operator will enter the market of business of broad band access to internet. The choice of strategic expansion of the Broadcasting Operator's entry to the market of business of broad band access to internet is expounded in the fifth part of the dissertation. Finally, the market of business of broad band access to internet is analyzed and a series of strategic suggestions are proposed for the Broadcasting Operator to develop the business of broad band access to internet on the basis of the telecommunication operators'experiences and lessons.While the dissertation was being compiled, the State Administration of Radio Film and Television and the Ministry of Industry and Information Technology were formulating the experimental plan of Chinese Three Networks Convergence. The dissertation's strategic proposal for the Broadcasting Operator to enter the market of business of broad band access to internet kept in step with the release of Three Networks Convergence program set down by the state's authorities. Thereby, the research is of remarkable aging significance, which could supply beneficial reference for the Broadcasting Operator to take action of marketing. It is the real contribution that the dissertation offers..Nevertheless, some deficiencies lie in the dissertation, which can be summarized as follows. One hand, the Broadcasting Operator's assumption raised by the dissertation mainly focuses on the characters of network and market. An industrial organization is, however, a combination with multi aspects which include legislation, management, capital and so on. The dissertation has not had a discussion over them because of the author's limited learning with regard to the fields. On the other hand, as mentioned above, Chinese Three Networks Convergence program is being drafted. It is said that each side on behalf of different business has been gaming severely in order to come up with opinions helpful to itself, some of which are dramatically out of expectation. Under the circumstances, the dissertation's value would be discounted in case that the final program differed considerably from the condition on which the dissertation relied. It is the issue that strategic research in advance upon the policy's uncertainty will inevitably be confronted with.