Research On The Competitive Strategy Of Integration Media Production And Broadcasting Business In Chengdu Sobey Digital Technology Co.,Ltd

In recent years,with the continuous development of broadcasting technology and people’s demand for higher quality broadcast TV programs,and led by the policy of the "14th Five-Year Plan" of broadcasting,there is a great market demand and prospect for integration media production and broadcasting business in the broadcasting technology industry.As the media keeps changing and the world is changing day by day,we are about to enter a "future vision" where everything is visible,higher definition,more integrated and more intelligent.Chengdu Sobey Digital Technology Company,as a professional broadcasting media technology solution provider,has a good opportunity for development in the integration media production and broadcasting business but is also facing serious challenges at the same time.The rapid rise of new media has brought great impact to the traditional broadcasting industry.Coupled with the epidemic and other reasons in recent years,the revenues of the Company’s main business customers have been affected,the size of the broadcasting technology market has been on a downsizing trend,and the competition among traditional broadcasting audio and video companies has become more intense.Chengdu Sobey Digital Technology Company adopted a low price strategy in some of its programs in order to gain market share.However,due to factors such as the Company’s continuous investment in research and development as well as the strong bargaining power of its suppliers,it was more difficult to control costs,resulting in lower profits for some of its businesses,which affected the Company’s development.In addition,the business program volume is large,the product is relatively single,not well done to differentiate,the service is not in place and other issues also caused some of the customer loss phenomenon.Selection of appropriate competitive strategies to enhance competitive advantage has become an urgent issue for the company.This paper takes the integration media production and broadcasting business of Chengdu Sobey Digital Technology Company as the research object,mainly through the survey research method,literature research method and case study method,and summarizes the current status of theoretical research by reviewing domestic and foreign literature on relevant competitive strategies,so as to provide a theoretical basis for the article.First of all,the profile and business operation status of Chengdu Sobey Digital Technology Company is analyzed,pointing out the problems faced by the company at present and the causes of the problems.The external environment of Sobei’s convergent production and broadcasting business is studied by using PEST analysis,and then the environment of the broadcasting technology industry is analyzed through the Porter’s Five Forces model,and the internal environment of Sobey is analyzed from the perspectives of resources and capabilities.Finally,the SWOT model is used to organize and summarize the opportunities and threats brought by the external environment,and the company’s internal strengths and weaknesses,according to which four different strategic directions are derived,namely,SO,ST,WO and WT.In view of the problems faced by Sobey,the feasibility of the three competitive strategies of cost leadership strategy,centralization strategy and differentiation strategy are analyzed qualitatively and quantitatively based on the business status quo and the industry,combined with the SWOT model and the Strategic Planning Matrix(QSPM).Finally,the differentiation strategy is chosen as the competitive strategy and is implemented in three aspects: market positioning differentiation,product differentiation and service differentiation.Finally,in order to ensure that the competitive strategy can be successfully implemented,safeguard measures are proposed from four aspects: organizational structure,human resources,technology patent protection and organizational culture.This paper analyzes the operation status and external and internal environment of Chengdu Sobey Digital Technology Company’s integration media production and broadcasting business,so as to choose differentiation strategy as the competitive strategy.On the basis of the original product resources and business,the company should optimize and supplement the differentiation for different customers’ needs,integrate more high-quality resources,improve the system of convergent media production and broadcasting,and obtain more project sales opportunities and resources while controlling the cost.In their own products,business scope and personnel to make adjustments to ensure the quality of service and enhance the competitive advantage.I hope this paper will be helpful to Chengdu Sobey Digital Technology Company.