Development Strategy Research Of Shandong Cable TV Co.

Radio and television is the most realistic and effective way of cultural information dissemination.It is also an important part of basic public cultural services.Cable TV is an important way of TV channels transmission.It also plays an important role in disseminating the policies and voice of the party and the state to the masses.The basic service of cable TV is the signal transmission of public broadcast TV channel and the installation service of new installed users.In addition to the basic services,it also provides services including VOD,broadband network,professional channels,video phones etc.For a long time,Shandong Cable TV has exclusively enjoyed the right of broadcasting and television in Shandong,resulting in the problems of single business structure,unreasonable income structure and low degree of marketization.In recent years,with the increasingly mature market environment and technology of "triple play",IPTV users have developed rapidly and become the main competitors.With the rapid development of Internet technology,the popularity of mobile intelligent terminals is gradually increasing,and the content of Internet video is increasingly rich.More and more people use mobile phones,pads and other mobile terminals to watch Internet video,and the number of TV users is decreasing.On the other hand,the development of 5g technology,National Radio and television network integration,cable TV HD,two-way and intelligent development also bring new opportunities for the future development of radio and television network industry.Shandong Cable TV,like other radio and television network companies in the industry,has been facing fierce market competition and external challenges in recent years,actively seeking the road of transformation and development.This paper studies the relevant literature of the radio and television network industry,and collects the data and materials of Shandong Cable TV and other provincial radio and television network companies,interviews and surveys the middle-level managers and senior executives of the company,and studies Shandong Cable TV with the help of strategic management theory,development strategy theory and strategic management analysis tools.In this paper,first of all,PEST model is used to analyze the external environment of Shandong Cable TV,Porter's five forces model is used to analyze the industry environment,and the external environment of the company is comprehensively evaluated through the external factor evaluation matrix,and it is concluded that the grasp of external opportunities and the response to external challenges are relatively good.Secondly,the internal environment of the company is analyzed by using the value chain combined with the development status of the company,and the internal environment is comprehensively evaluated by the internal factor evaluation matrix,and it is concluded that the internal disadvantage of the company is greater than the advantage.In the future development,we should combine our own advantages to improve the competitiveness and improve the disadvantage factors.Based on the analysis of the internal and external environment,combined with the vision and mission of the enterprise,the strategic development objectives are formulated.Through the SWOT matrix analysis,the choice of the company's development strategy is determined.The implementation of the development strategy is divided into two stages:strategic adjustment and promotion development.The measures for strategic development are proposed from the perspectives of product diversification,market diversification,strategic alliance,etc.Finally,according to the strategic measures from the human resources development and reserve,technology and network infrastructure upgrading,marketing level improvement and cultural and institutional security,the paper puts forward the security measures of strategic implementation.The innovation of this paper is that according to the development goal of Shandong Cable TV,it puts forward two stages of strategy implementation,that is,the stage of strategy adjustment and the stage of promotion and development,and positions the company's development direction as a family intelligent life integrated service provider and a network and information professional service provider.Through a series of analysis tools to analyze the internal and external business environment of Shandong Cable TV,and through the EFE analysis matrix and IFE analysis matrix,quantitative analysis is carried out,and it is concluded that the company has a better grasp of external opportunities and a better response to external challenges,and its internal disadvantages are greater than its advantages.In the development of strategic measures,the strategic alliance is proposed to change the Internet and other operators from competitors to partners of the strategic alliance,and make full use of their respective advantages to achieve win-win development.