M City, Xx, Digital Tv Operators In Strategic Research

The new concept DTV was presented by some west scientists in 80's last century. In China, DTV industry devoloped from the cable DTV. In recent years, with the rapid developing of Digital television technique and the unifying of the standard, the development of DTV indusry of our country step into a real stage. The development of DTV not only concerns the enhencement of pubic social life level, but also brings a good opportunity of the related industry. However, the development of DTV industy wents not good enough because of some substantial reasons such as absense of program, unreasonable orperation models,etc. As the core of the DTV industry chain, how the cale DTV operation coporation can find a reasonable operation models and enlarge its users scale is a key factor of the development of the industry.M city is one of the first city which carry on the DTV bussiness in china. As the only cable TV operation company in M city XX company started off DTV pilot project in 2002. After 3 years development, XX company has got a lot of experience in project operation, Marketing and capital recycling. Through the study of the DTV operation stratedy of XX company, The author is trying to find a appropriate development strategy which can help the company catch up the opportunity of the market and reduce the market risk to a minimal degree as much as possible. On the basis of deeply investigating the DTV market promotion of XX company, This essay analyzes the characters and the favor and bias of the target users.And uses Porter's Five-Forces Model to analyzes the key competitors . Futher more uses SWOT method to ivestigate and research the competition situation on the DTV bussiness. On this basis, using generic strategies theory, scientifically recommends the strategy that the XX company needs to improve and keep its marketing advantages. This essay reaches to the conclusion that XX company can bulid its cost advantage through scalization strategy and its market competiting advantage through differentiation strategy, And gives Corresponding operational program.In China, the DTV industry chain is mainly composed of network operators, program providers, TV station digital equipment providers, and digital terminal...