Research On The Development Strategy Of BesTV New Media Industry

Integration of three networks is a critical event for intensification of system reformation in new era and coincides with Party’s intention at increasing domestic demand&changing economic developing mode. Mutual permeation between telecommunication and mass-media industries based on integration of three networks will be the trend in future industry developing. Brand-new opportunities emerge in new media industry and both IPTV&internet TV business are becoming the focus on the stage. As the pioneer and also driving force in new media industry, BesTV is starved for research in developing route of the industry and further consolidates leadership by proper strategies and actions which are suited for the industry.This article is taking BesTV’s developing strategies in new media industry as the object of study, comprehensively analyzing experience of development in domestic&overseas new media industries while referring a pile of documents to figure out three major developing trends in the industry:diversification of business modes, multi-industry integration, and collectivization of media enterprises. Meanwhile, the author has analyzed current situation of BesTV and identified the bottleneck in industry developing:(1) Restriction in political factors of BesTV (2) Life circle alternation of IPTV&Internet TV (3) More competitors in the market (4) More complicated demand and user stratification (5) Players in the industry chain are competing for control powerBased on all mentioned above, the author has some thoughts on BesTV’s promotion in new media (1) Establish new media industry system which is compatible to multi levels and multi bodies (2) Penetrate into upstream&downstream of industry chain and gain more control power (3) Segment the market and conquer one by one (4) Enhance expanding in overseas market and customize new media platform for overseas Chinese (5) Leverage technical engine to accelerate developing in new media industry (6) Achieve win-win by alliance and diversified cooperation (7) Build fame as the cradle of elites in new media industry (8) Launch system revolution in new media industry. Following these ideas, the author has also designed developing strategies for BesTV:(1) Start in technical level (2) Globalization (3) Strengthen cooperation and joint venture with various types of partners in the industry (4) Enrich current product system to meet diversified demand (5) Update from simple advantage in content to unified new media group (6) Stock market: leverage capital power. In the end of this article, based on BesTV’s developing strategies, the author has offered some suggestions in industry developing from different angles such as scientific management, system organization, human resource, financial, etc to ensure that those strategies will be realized orderly.