The Market Competition Strategy Of TYCATV In The Background Of Tri-networks

Taiyuan CATV network Co., LTD (hereinafter referred to as TYCATV) is mainly responsible for constructing the cable TV network and managing the operation of the video transmission to TV set in Taiyuan. In the effect of tri-networks integration, the video transmission business will be open to CATV operators, Telecom operators and Internet operators completely. TYCATV is undertaking the political task and the public responsibility of transmitting TV program, but the market competition strategy is still undefined for the upcoming "tri-networks" market competition, which will lead the company to the grim situation. Based on the research and development of the appropriate market strategy for TYCATV, the writer is trying to find out the solution for the company to develop strength, utilize the market opportunities and eliminate risks.Based on the comprehensive research of the company’s operating status and China tri-networks integration situation, the writer utilizes Potter’s Five Forces Model to analysis the video transmission industry with necessary marketing data. Considering the real practice and the investigation outputs, he allocates the weight for each force and gets the Five Forces table for the company successfully, which describes the external forces and potential risks clearly and contributes to define the proper strategy explicitly. On the basis of the market competition strategy and the company’s real practice, it states that the fundamental business needs to adopt the cost orientation strategies and the value-added business needs to adopt the product differentiation strategies. And the next generation business needs to focus on concentrated growth, market development, product development and innovation. In addition, the writer proposes the detailed execution plan for these strategies implementation for the each business model respectively.Through the necessary analysis and defining solution, this article provides effective foundation and guidance for TYCATV in implementing the market competition strategies.