Research On The Development Strategy Of Video Product Of Shanghai M Company

With the development of Internet applications,many telecom operators around the world are actively seeking transformation to avoid being completely pipelined.The acquisition and transformation of American traditional operators VERISON and AT&T is the best example.China Mobile,the largest telecom operator in China,is also in the process of changing voice operation to data flow operation and data service.In 2014,China Mobile established Migu Corporation,starting to operate Internet content services.Shanghai M Company,a subsidiary of Migu Corporation to carry out digital content service operations in video,launched some video products.However,after three years,Shanghai M Company's video products have not yet formed a scale advantage in the market,and the products are relatively backward compared with competing products.More importantly,in the face of the current trend of development of domestic netizens and video users,Shanghai M Company did not make adjustments in time.The real reason is that Shanghai M Company has no reasonable product positioning,and there is no completed and effective strategy of developing products.This paper is based on the theory of strategic management with the application of the literature research method,qualitative analysis method and quantitative analysis method.It analyzes the macro environment and competitive environment of Shanghai M Company through PEST analysis model and Potter's five forces model;thus deeply research the resources and capabilities of the enterprise;combines with the SWOT analysis tool to obtain the development strategy of Shanghai M Company video products and in the next three years the development goals and direction.At last,this paper makes strong guarantee measures for the implementation of the product development strategy from the aspects of organization structure,product,content,operation and corporate culture.The research process and conclusions of this paper would be a reference for Shanghai M Company,and also a considerable reference for Chinese telecom operators to develop Internet content services.