Research On The Management Mode Of CW Digital Shenzhen Radio And Television Market

Since our country began to push digital TV vigorously in 2003,cable digital television has made brilliant achievements.In 2016,the number of cable digital TV subscribers in China declined for the first time.As of 2017 the loss of cable digital users reached 9 million households,and the rate of loss is increasing.Because,with the rise of the Internet,the rise of smart phones and smart computers,cable digital TV industry has lost a lot of users.At the same time,with the advancement of the triple play policy,telecommunications networks,mobile networks,and the Internet began to break down their barriers.The cable TV industry's broadcasting and TV market was hit by telecom,China Unicom,and mobile terminals,losing a large number of users.Skyworth Digital's competitive pressures in the broadcasting and television market are becoming more and more serious.In a period of relatively less competitive pressures,most companies can easily obtain above-average profits as long as they find and use opportunities timely.Nowadays,insufficient demand and fierce competition have become common problems faced by Chinese enterprises^[1].In the face of today's market environment and industry competition,Skyworth Digital can maintain its own industry rank,but if it does not face its own problems,adapt to market changes,and carry out transformation and upgrading,it is bound to be eliminated by the market.Based on the above situations,this paper uses Skyworth Digital Technology Co.,Ltd.as a case to analysis of how to adjust the business model in the face of market challenges.The first is to consult the concept and theory of business models at home and abroad,as well as the domestic and international research status of the digital TV industry business model.We will study innovative business model of Skyworth Digital below,using above data as theoretical foundation and reference materials.The second part is to analyze the external environment of Shenzhen broadcasting and television market of Skyworth Digital Technology Co.,Ltd.Through combining with the development of the industry and the needs of consumers,analyzing the external macro environment,internal environment and industry competition,we can clarify its current market environment and summarizes the threats and opportunities.The third is to analyze the internal environment of Shenzhen broadcasting and television market of Skyworth Digital,contained enterprise resources,enterprise capabilities and core competence of the enterprise.So that we can clarify its advantages and disadvantages in market competition.The fourth is to discuss the transformation and upgrading of the operation mode of Shenzhen Radio and Television Market of CW Digital Technology Co.,Ltd.,and analyze the problems existing in its original business model,such as less profit source,large fluctuation of profit,passive operation.In view of the original problems,the business model is revised,and the business model is changed from set-top box sales to set-top box value-added service,so as to make its management initiative,increase advertising profit,content profit,etc.Thus help solve the CW digital company profit source is small,the profit fluctuates big problem.Finally,from the point of view of human resource management,improving technical level and financial resource management,the author sets up the later safeguard measures and analyzes the effect.Based on the internal and external conditions of Shenzhen broadcasting and television market of Skyworth Digital,this paper hopes that it can guide the development of Skyworth Digital,enrich the theoretical research and practical implementation of business model transformation and promote the development of the industry.