On The Study Of Competition Strategies Of ZZ Branch Of China Broadcasting Cable Corporation In The Context Of "Triple Play"

ZZ Branch of China Broadcasting Cable Corporation is the only cable TV network operator in the region. The State Department formally proposed a significant decision of "triple play" in 2010. Cable TV networks will face a great challenge of competing with Unicom, telecommunication and other communication giants on the same platform. Currently, the national "triple play" is focusing on putting two-way broadcasting and telecommunication services into the pilot phase. From 2013 to 2015, our country will fully achieve the "triple play" development and universal application integration business. Evidently, despite many difficulties, the "triple play" is absolutely inevitable development of the industry. Cable television networks have done a lot of work around the "triple play", but due to the problems of institutional and operational mechanisms and other reasons, radio and television networks still face many problems and can not get a breakthrough development. To gain a firm foothold in the market competition and maintain sustainable development in the future, ZZ Branch of China Broadcasting Cable Corporation must make feasible competition strategies that are in accordance with company's own condition.This paper can be divided into seven chapters. Chapters I and II briefly introduce the research background of the subject, research significance and relevant theoretical tools. Chapter III deeply analyzes the external environment and industry environment of radio and television networks PEST in the background of "triple play". Chapter IV uses relevant theories to analyze internal environment and related resources of China Cable ZZ Branch. The fifth chapter focuses on using SWOT analysis to analyze company's strength, weaknesses, opportunities and threats in detail. Through analysis, the competitive position, competitive strength and weaknesses of ZZ Branch of China Broadcasting Cable Corporation are visually pointed out. From previous analysis of external environment and internal conditions of ZZ Branch of China Broadcasting Cable Corporation, combined with the company's own characteristics, I determinate the competitive strategy options of ZZ Branch of China Broadcasting Cable Corporation respectively from differentiation options of competitive strategies and cost-based selection. Program development has taken ZZ Branch as the state-owned monopoly cable industry's internal and external strength into account, so as to make full use of advantages and remedy for disadvantages through company's own efforts and strategic alliances and other measures. Chapter VI proposes feasible alternatives to ensure the realization of competitive strategies systematically. Chapters VII are summarized of the text.Here is the main conclusion of this paper:Considering the external environment and internal resources and ability conditions, making use of their own advantages and the chance to resist the threat and weaken the shortage, implementing differentiation strategy for offering customer special product or service to meet their needs,promoting the position that enterprise's products in the customer's heart is the best policy. According to the trend looks, three nets fusion is the tendency of the development of the industry, for which the enterprise will face more challenges, so using their own resources advantage to implement cost leadership strategy as auxiliary strategy to reserve competitive advantage for enterprise is also part of the future competition strategy. In short, the enterprise's strategy should consider the differentiation strategy primarily and cost leadership strategy properly in order to create the conditions for the sustainable development of the enterprise.