| "Digital television is the way, value-added services is the car." In early2010,our country proposed to the development strategy about accelerate the radio networks, telecommunications networkand Internet triple, it brount an unprecedented opportunity for the development of digital television with, but it also faces enormous challenges. Digital cable television will undoubtedly speed up the process of social information, value-added services will also be an important future competition weight and ace, so promote value-added services, and enhance the APRU, that is the key to the future development of digital television. Therefore, in this context, the study of digital TV’s value-added services becomes a major issue, and the study of cable TV’s value-added services have gradually put on the agenda.This paper firstly reviewes the previous studies through literature search, this clarified the current status of the study, and carried out on the whole idea of the framework, also carried out detailed arrangements for the specific content of the entire study. Secondly, we summarize the current situation of the development of digital TV industry, and review the value-added services on digital TV briefly, use Qingdao for example, make a comparative study to find out the value-added business development of Qingdao Cable necessity. Thirdly, based on the study, we further analysis of the development of value-added services’external environment and internal conditions, from the political environment, economic environment, social environment and technological environment analysis the external environment, from the operational status, type of business and problems and other aspects analysis the internal conditions, while we analysis and evaluae objectivly the value-added services on the wired future development trend, and preliminary estimates of the cable value-added services market capacity. Fourth, we use the SWOT analysis on the cable of value-added services make a comprehensive analysis, analysis the strengths, weaknesses, opportunities and threats. Fifth, we make a strategic positioning based on the interview and SWOT analysis, that is, to complete the role, location, services, business and other four changes, and we defined development ideas,"network is the foundation, service is the fundamental demand is the key", and put forward the diversification of value-added services cable strategy, subdivided into system strategy, operating strategy, profit strategy, marketing strategy four sub-strategies. Finally, we propose the development strategy of cable business’value-added measures, it including the introduction of high-quality team of professionals and personnel; multi-faceted, multi-channel financing, crack money problems; strive for greater and broader policy support; to increase value-added services market development wired intensity; local conditions, construction information service platform and other measures.In this analysis, we using the research methods of literature search and field research combined and combination of qualitative and quantitative,also quote a large number of reference tools of strategic analysis, and use the classics analysis methods, such as PEST and SWOT, and interspersed with a lot of graphics and tables arguments supporting arguments. After systematic analysis and research, we expect to survive for cable avoid weaknesses, and give full play to their strengths to provide reference in the highly competitive environment, but also we hope provide the basis for the development of value-added services for the country of Qingdao Cable. The development of digital TV value-added services’road is tortuous, but the prospects are bright, as long as cable people continue to strive to create, I believe they can find a suitable value of road. |
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