Strategic Research On Business Development Of Company Z Handheld TV Cloud Media

Handheld TV could provide high quality radio and television programs,integrated information services and emergency broadcast services for mobile phone,GPS and other mobile terminals,which is our first self-developed innovation technology in use of China Mobile Multimedia Broadcasting(CMMB).Company Z is the Chinese designated national CMMB network operator.Until now,the CMMB network has covered 336 prefecture-level and above City,855 county-level city,and a population of more than 600 million.CMMB has become the world's largest mobile multimedia broadcasting network.Handheld TV business of Company Z mainly include five businesses,that is,live TV,broadcasting,finance,navigation business,new digit businesses(magazines,newspapers,government public information),which are one-way broadcast businesses.In order to make a success in the mobile video industry,company Z is bound to find a new business model.Handheld TV Cloud Media Business(HTCMB)of Company Z is an upgrade to existing business.It integrates CMMB network with WIFI,telecommunication network,and will better meet the needs of the audience.This paper firstly analyzes the development status of handheld TV in Company Z,and then leads to HTCMB.Then,this paper focuses on the analysis of the macro environment of HTCMB,summarizes their own advantages and disadvantages,and analyzes the opportunities and challenges in the booming development of network video industry.In order to give full play to the advantages of HTCMB and avoid their weaknesses,the author make strategic planning from five aspects of the content,advertising sales,covering network,branding and marketing,and human and organization.Content strategy is mainly designed from the two parts of live content strategy and on-demand content strategy,which are refined from the three major strategies of the content planning,content acquisition,content layout and playback.Advertising sales strategy is refined from four parts of the advertising product strategy,advertiser development strategy,sales channel strategy and system support strategy.Network strategy will be designed from two parts of CMMB network and WIFI network.For Brand strategy and marketing strategy,brand strategy is designed from the three aspects of brand architecture,brand image and brand management;the marketing strategy mainly includes the user oriented marketing strategy and the advertiser oriented marketing strategy.The organization and human resources strategy is planned to make the division of labor and personnel preparation.