The Research Of Qingdao Cable VAS Based On Traditional TV Viewing Service

The status of construction of informationization has been improved in the National developmental strategy since the two sessions (National People’s Congress and Chinese People’s Political Consultative Conference) in 2015, which emphasize the important role of informationization in promoting the overall national strength and protecting the national safety. Cable network is a vital infrastructure in the process of informationization. Value added service (VAS) is a novel focus in the future competition. The government presented the Triple play strategy in 2010, which was a crucial part in informationization and resistance of international financial crisis. Triple play strategy supported the development of cable TV as a new policy and provided a new technique. Based on it, the VAS made a series of breakthroughs. However, with the boom of new terminal, like OTT TV and IPTV, the cable TV market is impacted and the development of VAS is affected. Under this circumstance, it is become a significant challenge of cable TV to figure out how to take the advantages of present policy, how to make a technological breakthroughs in the trend of’Internet Plus’, and how to achieve leap development of VAS.I did literature review seriously and organized the thesis frame reasonably. First, I summarized theory of VAS and the types of cable TV VAS in China. I analyzed the origin and development of VAS. Furthermore, I discussed the development situation and strategy foundation of BGCTV, TOPWAY, and WASU. I conducted the evidence-based analysis of the three model company to explore their product, organization structure, network platform construction, core products creation, marketing mode innovation and etc. Based on these models, I studied the problems in development of Qingdao Cable TV and figured out its strengths and weaknesses. I also explored the environmental factors and contrasted with rival, like China Unicom, China Mobile and etc. Finally, according to the elements of VAS development, I discussed products systems, customer retention, market expanding, technology development, talent recruitment and etc.We should take the network as the foundation, consider the service as guarantee, see the users as essential in the development of cable TV VAS. Firstly, we should follow the market development tendency, looking for breakthroughs with Internet thinking. Secondly, we should to strive for more extensive political supports with a clear understanding of national policy. Thirdly, to build up a comprehensive and 3D market system, and to promote the market competitiveness.