Development Strategy Research Of Sichuan Cable TV Network Co., LTD Under Comprehensive Promotion Of The Tri-networks Integration

Sichuan cable TV network co., ltd. (hereinafter referred to as "SCCN") is the largest local radio and television network operator and the State-owned holding large-scale cultural enterprise in Sichuan province, based on the integration of the province's radio and television network assets. SCCN has been one of the principle parts facing to the national strategy of "tri-networks integration" since it began operating formally in 2011. Tri-networks integration refers to the telecom network, the broadcasting television network and Internet all can provide users with similar services such as voice, data, radio and television on account of the network technology, function, scope of business tend to be same, accompanying with these networks develop continually. Tri-networks integration strategy essentially formed competition between the broadcasting television network operator and telecom network operator. Since 2010, the depth and breadth of tri-networks integration has been increased gradually, meanwhile, the barrier openings between radio & television industry and telecommunication industry has been enlarged gradually, too. But, after all, there was still some policy limit yet. Until August 2015, the State Council issued the "tri-networks integration promotion scheme", which marked the tri-networks integration of our country is going to enter into the comprehensive competition, SCCN will face more challenges than that in the past. How to deal with the challenge, how to survive and develop in the competition, it is a significant issue for SCCN.Based on the comprehensively promotion of tri-networks integration competition, SCCN and the relevant industry in the important transition period as the background, and on the basis of relevant theories of strategic management, and SCCN as the research object, this study established the basic idea of the company development strategy and then concluded the SCCN's future development overall strategy through analyzing with the aid of kinds of analysis method and analysis tools, according to the relevant strategic analysis steps. In this paper, the first chapter introduces mainly:the research background and purpose, the main research contents, the research methods used, as well as the research ideas and frameworks for SCCN's development strategy. The second chapter, firstly, introduces definition of tri-networks integration and the inevitability of the birth of tri-networks integration, and the current trends both at home and abroad, from which we learn that tri-networks integration is not unique to China, but a worldwide trend, and it is inevitable because of the development of technology. This chapter also introduces the present situation and the status of the radio and television networks industry, as well as of SCCN, and then discusses the opportunities and challenges of radio and television network industry under the tri-networks integration policy. The third chapter analyzes the external environment of SCCN and the radio and television networks industry respectively from the macro environment and industry environment, using PEST analysis, Porter's five forces model analysis. And then, it is also briefly analyzed that the relevant industry chain and SCCN's position in the industry chain. The fourth chapter proceeds internal environment analysis of SCCN from the present situation, value chain and core ability, respectively, using some methods like the key success factors analysis, internal factor evaluation matrix analysis, and so on. In the Chapter V, according to the SWOT analysis of SCCN, it points out and analyzes the strengths, weaknesses, opportunities and threats of the company in the market competition. After that, on the premise of clarifying this company's mission and goal, it draws up development strategy for SCCN. The sixth chapter puts forward safeguards for execution of SCCN's development strategy. This paper has carried on the preliminary planning for the future development of SCCN, especially offering a proposal for its strategic direction and strategic transition, which can be taken as reference to the strategic development of SCCN. If the development strategy can be executed, it is possible for SCCN to seize the opportunity, foster strengths and circumvent weaknesses, to maintain and enhance competitiveness, and to create a new starting point of the transition development of SCCN finally.