The Research And Development Of Qingdao Cable Value-added Business

Nowadays, the broadcasting and TV industry as a whole is facing unprecedented pressure, the cable operators are even more severely pressurized, the strong competitors from communication, household appliance, internet and other fields are pouring into constantly, the monopoly advantage is gradually being broken, survival and developing space is continuously compressed, which is directly manifested by the loss of users. Cable value-added services, which had ever been taken as the auxiliary services outside the basic business, has been developing rapidly in recent years, but the competitiveness is obviously insufficient, the market scale is still small, and the income share is still not high generally. Under the protection ad promotion of the state’s relevant policies, the cable value-added services will become the direction for the cable internet operators to guard their user position, stabilize user scale and seek breakthrough and development, and be able to avoid that the future operation and development becomes "oligarch" from "monopoly". As far as Qingdao Cable concerned, it is facing the fierce competition from ground digital TV, telecom operators IPTV and internet TV, OTT and others; which factors influence the development of Qingdao Cable’s value added services and what relations exist between them, the answers to these questions may provide some help for enhancing the development of Qingdao Cable value added services.In this article, on the basis of referring to related researches at home and abroad, we choose Beijing Gehua CATV Network Co.,Ltd., Zhejiang Wasu Media, Shenzhen Topway Vision (Listed radio and television networks enterprise), Tai’an Cable (High-definition two-way business is developing rapidly), Binzhou Cable (Rural broadband service is developing rapidly) as the research samples, select income changes, development strategy, the number of users, business development, competitive advantages and other factors that directly influence the development of value added services to have empirical analysis, also combine the actual situation of Qingdao Cable, including income composition, the main business development of current stage,etc., and on the basis of the above, economic analysis model is used to have explanation and analysis so as to put forward countermeasure and suggestion for the direction of pointed and feasible value-added services development. The first is to realize the marketing innovation of the enterprise’s management mode through institutional reform and performance appraisal system. The second is to strengthen network reformation and platform unification in order to realize the powerful support to the value-added service development. The third is to enhance the construction of all products varieties and categories system, comprehensive marketing system, whole business operation and maintenance system and whole interface customer service system so as to realize the rapid development of value-added services. Through analysis and suggestion, try to explore a way for the value added services development with Qingdao characteristic.