Development Strategy Research On Jilin Radio And Television Networks

China Radio and Television industry as the country's propaganda has been the protection of national policy, with a stable and secure space for development. However, with economic development, social progress and improvement of living standards, the majority of television on television products, consumer demand and spending power is also raised to a new level. Especially in the rapid development of information industry today, the overall conversion of digital TV has become a global trend of network convergence has become an inevitable technological development, which to the radio and television industry brought great impact and unprecedented challenges. It has always been in a monopoly environment, the growth of radio and television industry will gradually become market-oriented. China Radio and Television industry networks began the separation of the overall reform, which was a turning point in radio and television industry.Introduction the first part of this article chapter, a brief description of Radio and Television Network Company in Jilin Province, and then the background of the subjects described. At present, the National Radio and Television Network Group has been in the reform of the separation stage, the overall conversion cable digital TV has just started, and the rapid development of information industry, as well as the emergence of NGN network, for any radio and television networks in the region are full of market prospects and opportunities. It is also a huge challenge. Radio and Television industry faced a higher risk of policy and technology, such as how to select the appropriate industry environment to develop the industries and business areas and how to build and consolidate the company's core competence, to maintain the competitive position of the leader will be the problems Jilin Radio Networks is an urgent need to resolve. It put forward higher requirements for content, quality and service of radio and television networks. During the overall conversion of digital TV, radio and television industry will lead the first leap.Information technologies promote the development of "triple play" which concluded the telephone, television and the Internet. Radio and Television industry has led to the operating mode and the competitive situation has changed fundamentally, so that radio and television industry to get out past the "vacuum", facing the market-oriented brutal competition. Network separation reform in the early stages of the basic management highlighted a number of loopholes: the convergence of the business segment management, organizational design is not for long-term consideration, as well as the existence of bad customer service and the impact of brand building.With these questions, this article started a chapter to analyze the external environment of Jilin Radio and Television Network Company. Through macro-environmental analysis (PEST), industry value chain analysis, critical success factor analysis, market analysis and competitive analysis, come to some conclusions. First, national policy strongly supported the development of radio and television networks, this trend will continue for a long period of time, with the advantage of monopoly. Secondly, the overall digital TV conversion is imperative, and ultimately society as a whole will be the understanding, recognition and support. The overall economic environment of the nation will conducive to the development of Jilin Radio and Television Networks. Third, the economic structure, local conditions and cultural atmosphere of Jilin Province for the company to develop ,which has created a favorable environment for development, but also has set a higher operational requirements for the company.Chapter III of this article analyzes the internal environment of Jilin radio and television networks. Through the analysis of enterprise value chain, we found a direct impact on corporate profits of the basic activities of the value chain as well as the indirect effect of the profit point of support resources for the company operation and management activities. The use of critical success factor analysis to draw the company's core competencies:1. Advantage of the resources.For Jilin Radio and Television Network Company, the number of overall conversion work was carried out smoothly, the Group has completed the integration of the company .It is ripe to adopt the technology and infrastructure at the domestic level with the upper reaches of the industry, with strong competitiveness. Policy of protection and government support, making the company a good external relation, there is a strong financing capability, the overall market for the next step and lays the foundation for the work. The company provided competitive remuneration package and good development space for employees, attracted a large number of talented people, they have a number of key technology and become an indispensable part of the company.Therefore, the technology and infrastructure, the Government (foreign) relations, human resources management are the advantages of the company's resources.2. Factors need to be improved.Improvement in key areas of the four factors were part of marketing, it can be seen, Jilin radio and television networks in the future development of the company will focus and invest in some marketing. Open up new market segments and developing new customer groups, and vigorously raise the standard of services for brand building, increase the reputation and customer ARPU value.On this basis make IFE matrix for the company, 2.75 points higher than the average level of 2.5, that has a good foundation for the development and internal resources, can be used to avoid the disadvantages, seize the opportunity.Chapter IV of this article to identify external opportunities and threats and internal strengths and weaknesses followed by a SWOT matrix analysis, in view of opportunities, threats, strengths, weaknesses four matches, draw a number of strategic programs. In all the previous analysis, based on the company's vision, mission, direction and development goals.The company's mission: efficient use of wired digital network resources to improve the quality of life of the mass of digital information to speed up the process of social information in Jilin Province.The company's overall development strategy: for cable digital TV market development strategy, aimed at the spending power of the different customers groups, product development strategy, the ability to use their core service differentiation strategy, to create " Jilin radio and television networks"strong brand strategy, using good financial and tax preferential policies, to secure more liquidity to finance various financing strategies.Business development through the three-level model for planning and GE business units come to the development strategy: First of all, high-definition digital television, pay-TV, cable broadband, private network access, quasi video-on-demand, the people living in these six business investment growth in the region, the future expansion strategy should be taken to increase the intensity of development, the business now developed only a small fraction of the market has great potential. Second, analog TV, TV-government, digital audio broadcasting business is in the maintenance of the three regions. It is now fully operational, as well as profitability, just normal maintenance can be, especially for analog TV will soon be replaced by digital television, do not increase investment to development, just to maintain normal operations. Third, as the program is scheduled and interactive television business, the higher is the industry's competitive business, but also as a result of the company's own resources has not yet commenced. It can be used to reserve, active reserve resources waiting for an opportunity.Finally, Chapter V of this article in order to protect a company from the smooth implementation of development strategies and put forward four proposals: First, the optimization of organization. The company set up a business system, fully authorized by the department to increase marketing and customer service department, for the company to provide the resource base for future development. Second, propose two-step marketing strategy. The development of "two five-year plan", the first phase, started from the end of 2006 is expected to be completed by the end of 2010. The focus of this phase is to complete the digital television conversion work overall. The second phase between 2010 and 2015, carry out a full range of integrated marketing. Third, the customer is the company's god, so the company should raise the level of customer service to enhance customer satisfaction and improve company profitability. Fourth, well built "Jilin Radio and television Networks" brand. For brand positioning and brand promotion, are necessary to establish the confidence of perseverance. However, brand-building work can not be achieved overnight; it is a long-term and systematic project. Andrew Grove in "Only the paranoid survive" has been talked about, "came out a strategic direction for the strategic action to keep up with you is very important, strategic direction is only a statement, but the real strategic action approach, which would involves re-distribution of resources. " Therefore, this article just made a strategic study of Jilin Province can refer to some of the company's radio and television networks, the company in reference to the basis of the strategy must take practical action in order to truly benefit from.I hope that the text of radio and television networks in Jilin Province should assistance the company's future development, besides, it will enable be reference by other domestic radio and television networks.