The Research Of The Selection Of JZ CO. STB Business Development Direction

JZ Company is an old state-owned enterprise. She was only a manufacture of the traditional cable TV and satellite TV set-top box of the radio and television industry in the past. Nowadays, she is suffering the pressure which comes from the Internet TV industry and communication industry get involved in the video services, and facing the great challenge from the cross-border corporation. Under the industrial background of the old industrial status interlace with the new, in the face of the industrial development tendency of the cross-border integration, so how to choose the correct development direction, find the way, foster new economic growth point for the company, become an important and urgent topic which also is the focus will be researched in this article.Analyze of the article is aimed at the current situation, adopts the Ansoff Matrix, PEST analysis and five force analysis as the foundation, and theoretically analyzes the factors which affect the development of set-top box business. According to the set-top box business of JZ Company, the paper analyzes the main factors include the policy, industry, economy, technology, market, strengths, weaknesses, opportunities and challenges, to probe the choice of business development direction.This article through the product and the market two dimensionalities, using the Ansoff Matrix, based on the existing market and product, for the purpose of consolidating market share, researches how to select the strategic development direction of JZ set-top box business. This article uses PEST analysis theory, analyzes the policy, social, economic and technical factors, holds the whole external macro environment, evaluates these factors impact on the strategic target and strategy formulating, to make a properly position to the strategic target of enterprise, then formulate and adjust the corresponding strategy; Through the five force analysis method, the article analyzes the external environment of JZ Company. At the same time discusses the company’s development capacity and endogenous power and summarizes core abilities from a long-term development. The article also exploits the development foundation and the endogenous power which of expansion operation and growing stronger and larger; using the three aspect theories By Ansoff, the article extracts three aspects business of comprehensive balance management which the enterprise growth needs, to highlight the core business and seek new development opportunities.It would be very profound significant for the enterprise development to make the choice of the development direction. The author analyzes the relevant national industrial policy, comprehensive analyzes the company internal and external environment, as well as overall system analyzes the company’s main business industry and scientific forecast the industry, to formulate the company strategy development steps, thoughts and the management goals. Then the supporting measures are put forward from the safeguards of enterprise basic operation management and allocation of resources. On the other hand, there are some shortcomings in this research: this study based on the JZ Company, as that factors such as the industry boundaries, the difference of the development ability, etc. the results of the analysis won’t be universal applicability. Therefore, how to choose the business development direction is a personalized study task.