| The three-network convergence refers to the connect among the telecommunication network, broadcast network and the Internet by technical means, can provide vice, data, image and multimedia communications business. It's a generalized and social view. It does not refer to physical one but mainly refers to the high-level business application. From technical transformation, they achieve interoperability at the network, infiltrate each other at business, use the unified IP protocol at application level, compete and cooperate with each other in the management level. It gradually become a unified information communication network.Taiyuan Cable Television Co., Ltd is a local-level cable television engaged in the communication and maintains of analog TV signals, digital TV signals and interactive TV signals. It's a part of Taiyuan radio and TV Group and it's awarded as the model city of digital TV overall conversion by the SARFT. It has a monopoly of TV media in Taiyuan. But many emerging forces will join in the competition with the development of the three-network convergence, especially the telecommunication enterprises. It can be predicted that shrinkage of market, decrease in profits and sales obstacles etc. Through the strategic research of Taiyuan cable Television Co., Ltd, this article attempts to guide the company to take full advantage of their Owen, take advantage of market opportunities and avoid the risk of competition. And continue the pilot in the future market.In the basis of depth investigation of the market situation of the national radio and television industry, this article studies the Chinese broadcast and cable TV development of macroeconomic conditions with the application of PEST analysis and determines the future development direction in the three-network convergence. Then the use of Porter's five competitive forces model analysis identifies the current market and the main competitors. The use of SWOT analysis method studies the strengths and weaknesses of the Taiyuan Cable Television Co., Ltd wired with major competitors, analyses the opportunities and threats of the future market, determines the Corporate Strategy in the three-network convergence.It think that in the three-network convergence period the cable TV industry will organize a national cable company to participate in market competition as the main. The future national cable TV company should take the WO strategy (a combination of weakness-opportunity) to make up their own weaknesses with the powerful external conditions. The Taiyuan Cable Television Co., Ltd should take the mixed strategy to deal with the challenges of the emerging markets. For the three-network convergence market, it should take the SO strategy (a combination of strength-opportunity) to open a new battlefield and to create new profit growth point. For the traditional cable TV market, it should take the ST strategy (a combination of strength-threat) to give full play to the advantage of the solid foundation and actively respond to the challenges of the new forces.With the development of society and the advancement of technology, telecommunications networks, radio networks and Internet coverage is growing convergence trend increasing. The three-network convergence has become an international trend of " global village ". It is a total new area for the Chinese broadcast companies. It needs to re-position the broadcast and TV Company for the new technologies, new products and new markets. Although many international countries is early in the three network convergence progress, there aren't any experiences suitable for the current Chinese market and Chinese enterprises. It requires the new exploration and study of the broadcast and TV enterprises in the pilot areas, also it is a new issue of all the Chinese broadcast and TV enterprises. This article is just a one-sided corporate strategy, but it is believed to play a reference for the future strategy development of Taiyuan Cable Television Co., Ltd. |
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