山东广电网络有限公司数字电视业务竞争战略研究

发布时间：2018-10-23 09:32

【摘要】：广播电视行业是我国信息传媒行业的重要组成部分,更是党和国家意识形态工作的重要宣传方式,由于其特殊的政治“喉舌”地位,一直以来处于垄断状态；广播电视网络作为广播电视行业不可分割的信号传输部分,同样享受着“皇粮”待遇。伴随着经济社会的快速发展,人民生活水平不断提高,生活观念及方式均发生了重大变化；通信信息技术日新月异,数字通信、移动通信、卫星通信技术实现飞跃；为适应加入WTO后全球竞争环境,国家对广播电视网络的体制改革不断推进,“数字化平移”、“三网融合”、“制播分离”、“台网分离”等多项重要政策使广播电视网络的运营方式发生了根本转变。国家信息产业部、广播电影电视总局联合下发《关于加快广播电视有线网络发展的若干意见》,明确要求各地广电部门要加快广播电视网络整合和“事转企”的速度,成立省级广电网络有限公司,逐步放宽业务限制,加入市场竞争机制,广播电视网络的垄断地位受到威胁。山东广电网络有限公司是山东省内广播电视有线网络的统一运营商,其主要业务包括模拟电视、数字电视(包括其增值业务)、宽带接入网、专业数据信息综合服务业务。从用户数量和营业收入两个方面来看,数字电视业务应属于公司的核心业务。因此,研究数字电视业务的竞争战略,对山东广播电视有线网络的发展具有较大的实际意义。论文综合运用竞争战略管理理论和有关工具,使用调查问卷法、访谈法、文献研究法、比较研究法以及定性定量分析法,对山东广电网络有限公司数字电视业务的竞争战略进行了初步研究。文章首先利用PEST、波特五力模型等分析工具分析了山东广电网络有限公司的外部环境,并与其主要竞争对手进行了比较,进而总结出外部关键因素,形成外部关键因素评价矩阵；而后分析了山东广电网络有限公司的内部资源、能力、核心竞争力,进而总结出内部关键因素,形成内部关键因素评价矩阵；在综合内外部环境分析的基础上,利用SWOT矩阵分析得出其利用机遇,抵御威胁,发挥优势,回避劣势的备选方案,通过定量规划(QSPM)矩阵分析选择出适用于当前数字电视业务发展的竞争战略并使用价值链分析工具加以细化分解。最后利用平衡计分卡(BSC)给出了战略实施的关键绩效指标和具体行动方案,同时提出了保障措施。论文希望通过本次研究,为山东广电网络有限公司的数字电视业务制定出切实有效的竞争战略,以期在当前数字电视业务的激烈竞争中立于不败之地。
[Abstract]:Radio and television industry is an important part of the information media industry in our country, it is also an important propaganda way of the party and state ideology work, because of its special political "mouthpiece" status, it has always been in a monopoly state; Radio and television network as an inseparable part of the radio and television industry signal transmission, also enjoy the "king's grain" treatment. With the rapid development of economy and society, the people's living standard has been improved constantly, the concept and mode of life have changed greatly, the communication information technology is changing with each passing day, and the technology of digital communication, mobile communication and satellite communication has made a leap forward. In order to adapt to the global competitive environment after China's entry into WTO, the national system reform of radio and television network has been continuously promoted, such as "digital translation", "integration of three networks", "separation of production and broadcasting", Many important policies, such as the separation of stations and networks, have fundamentally changed the mode of operation of radio and television networks. The State Ministry of Information Industry and the General Administration of Radio, Film and Television jointly issued "some opinions on speeding up the Development of Radio and Television Cable Networks," explicitly demanding that local radio and television departments should speed up the integration of radio and television networks and the "transformation of business". The establishment of provincial radio and television network limited company, gradually relax business restrictions, join the market competition mechanism, the monopoly position of radio and television network is threatened. Shandong Radio and Television Network Co., Ltd. is the unified operator of broadcast and television cable network in Shandong Province. Its main services include analog television, digital television (including its value-added services), broadband access network, professional data and information integrated services. From the number of users and operating income, digital television business should belong to the core business of the company. Therefore, it is of great practical significance to study the competitive strategy of digital TV service for the development of Shandong radio and television cable network. The thesis synthetically uses competitive strategy management theory and related tools, using questionnaire, interview, literature research, comparative research and qualitative and quantitative analysis. This paper makes a preliminary study on the competitive strategy of Shandong Radio and Television Network Co., Ltd. Firstly, the paper analyzes the external environment of Shandong Radio and Television Network Co., Ltd by using PEST, Porter five Force Model, and compares it with its main competitors, and then summarizes the external key factors and forms the evaluation matrix of external key factors. Then it analyzes the internal resources, capabilities, core competitiveness of Shandong Radio and Television Network Co., Ltd., and then summarizes the internal key factors, forms the evaluation matrix of internal key factors, on the basis of comprehensive analysis of internal and external environment, The SWOT matrix analysis is used to obtain the options of utilizing opportunities, resisting threats, giving full play to advantages and avoiding disadvantages. Through quantitative programming (QSPM) matrix analysis, the competitive strategy suitable for the development of digital TV service is selected and the value chain analysis tool is used to refine and decompose it. Finally, the key performance index and specific action plan of the strategy implementation are given by using the balanced Scorecard (BSC), and the safeguard measures are put forward at the same time. The paper hopes that through this research, we can draw up an effective competitive strategy for the digital TV business of Shandong Radio and Television Network Co., Ltd., in order to be in an invincible position in the fierce competition of the current digital TV service.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;G229.24

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