An Exploration On The Problems And Countermeasures Of The Broadcasting And Television Network Companies Under The New Situation

With the introduction of the 2010 national "triple play" policy,there is a further accelerated integration of the computer network,telecommunication network and the broadcasting and television network,and broadcasting and television industry is facing a new round of development opportunities.As an important part of the broadcasting and television industry,broadcasting and television network companies are ushering unprecedented developmentopportunities,and the speed of their development is not only directly related to the development of the broadcasting and television industry,but also related to the development of the video transmission industry and the improvement of competitive strengths of the information industry in the "triple play" trend in China.Since the twentieth century,with the accelerated development of the information and communication technology,the development speed of the broadcasting and television network companies is also further enhanced,accompanying the enhancement of strengths.Especially in recent years,there is an accelerated integration of the broadcasting and television network companies in the provinces all over the country;the original companies at the level of regions,cities and counties are gradually integrated into provincial companies,and the development is in full swing.On the other hand,with the development of Internet and mobile Internet technology,the three major operators including China Telecom,China Unicom and China Mobile,and some of the new media companies with Internet as the representative have also entered into the field of video communications,therefore,the broadcasting and television companies are not only in the face of opportunities,but also great challenges;in the field of video transmission,the original alone big situation is transforming to a hundred schools of thought contend of IPTV and Internet OTT TV,with the competition increasing.In this new situation,if the broadcasting and television network companies want to get through the close siege and accelerate the development,they must recognize the current stage of their own development,abandon the issues influencing their own development,and grasp their own advantages.Therefore,strengthening the understanding of the broadcasting and television network companies contributes to the enhancement of their own awareness,and helps them to identify the development direction and to develop better and faster in the situation of changing development environments both at home and abroad.In this paper,with this new situation as the background,focusing on the development of broadcasting and television companies and the existing problems,we conduct a detailed research with literature research,case analysis and SWOT analysis method and other methods.This paper first introduces the research background and significance of the subject,expounds the research results of scholars both at home and abroad,and then introduces the theoretical basis of the full text analysis:Michael Porter's theory of competition,Philip Kotler's marketing theory and Jackert Laut's theory of positioning.On the basis of the above,this paper describes the current status of the broadcasting and television companies,and analyzes the external development environment of them with the PEST analysis method and the strengths,weaknesses,opportunities and threats with the SWOT analysis method.We have found various problems in the development process of the broadcasting and television companies,investigated the countermeasures to promote the development of them in our country and proposed suggestions.Taking the Xinjiang Broadcasting and Television Network Co.,Ltd.and Zhejiang Huada Broadcasting and TelevisionNetwork Co.,Ltd.as the case analysis object,this paper elaborates the various obstacles they have encountered in the course of their development and the countermeasures taken.Finally,we draw a conclusion and make a future outlook.The investigation of this paper is based on a large number of researches and theories,and thus the research results are remarkably objective,have great theoretical value and practical reference significance,and can provide reference for the sustainable development of broadcasting and television network companies,so as to realize the rapid development of broadcasting and television network under the new situation.