The Competitive Strategy Research Of Digital TV In SRTN

Radio&television industry is one of the important parts in the field of information and media in our nation, and even the most essential propagating way of ideology work in our Party. It is always in the monopolistic case since its special political position.Meanwhile, the network of radio&television which is the necessary part of signal transportation enjoys treatment provided by government. With the rapid development of economy and society, quality of peoples’ life promoted step by step, living thinking and ways changed significantly; technology of communication&information was transforming day by day, especially digital communication, mobile communication and satellite communication. For fitting the global competitive environment after entering WTO, reformation in the field of network of radio&television was never stopped."Digital Translation","Three Network Mergence","Making and Broadcasting Separation","Station and Network Separation" and other effective policies liking sharp swords compel the operation ways of network of radio and television to changing fundamentally. National Ministry of Information Industries and State Administration of Radio Film and TV jointly issue an administration file--<some advices of accelerating development of network of radio&television>, which requires all the administration departments of radio&television trying their best to promote mergence of network of radio&television and speed of corporation coversion, found network of radio&television company in every province, broaden the restriction of services gradually, add maket competitive mechanism. The strong reformation shakes the monopoly position of network of radio&television seriously, the field feels living pressure that never has. Shandong Radio&TV Network Corporation, the unified operator in the services of cable network of radio&television, operates services of analog TV, digital TV (including additional services), TCP/IP broadband network, services of professional data information and etc. Digital TV is the main service obviously, what ever number of subscribers or revenue of services, and is the core service in corporation without any doubt. So researching the competitive strategy of digital TV service is a practical problem for long development of SRTN.This paper does research on the competitive strategy of digital TV service in SRTN using some theories of competitive strategy and relevant tools synthetically, utilizing questionnaire, interview, document research, comparing research, qualitative and quantitative research methods. Firstly, the paper analyses external environment of SRTN using PEST, Five-force Model and other analysis tools, compares with its main competitors, then concludes external key factors in SRTN, makes evaluation matrix of external key fators. Secondly, it analyses internal resource, aptitude and core competitive forces in the corporation, then concludes internal key fators in SRTN, makes evaluation matrix of internal key fators. According to the synthetical research above, this paper makes choosen plans after using SWOT matrix tool——grabing opportunities, defencing threats, extending advantages and hiding inferiorities, then choses the best competitive strategy for development of digital TV service by applying QSPM matrix and refines it utilizing value chain. At last, the paper gives the key effective targets and operation programme based on BSC, and supplies some guarantee measures simulteniously.This paper hopes to make an effective and feasible competitive strategy of digital TV service in SRTN, which could become winner in the serious competition.