湖南有线长沙网络有限公司发展战略研究

发布时间：2018-05-21 08:24

本文选题：湖南有线长沙网络有限公司 + 数字电视　；参考：《湖南大学》2015年硕士论文

【摘要】：国家广电总局明确提出全面推进广播电视数字化进程,逐步实现并统筹有线、无线、卫星、移动多媒体、互联网等各类传输手段,加快构建传输快捷、覆盖广泛、安全可靠的广播影视数字传播体系。随着三网融合的实质性推进,我国有线电视企业正面临一场包含观念、技术、内容、体制、产业、运营模式的极大变革。在三网融合的大背景下,电视系统失去了政策保护伞,电视行业不再是广电运营商的垄断,电信运营商的IPTV以及互联网企业的OTT TV正来势汹汹。在此形式下,如何使湖南有线长沙网络有限公司的数字电视业务在激烈的竞争中挖掘和培育自身独特的竞争优势,从而实现良好的经济效益是公司管理者面临的挑战,也是众多有线电视网络公司应该思考和研究的问题。本文在分析和总结以往文献的基础上,利用PEST模型和波特五力模型对湖南有线长沙网络有限公司的宏观环境、行业环境等外部环境进行分析,再对公司具备的资源和能力等内部环境进行分析。在内外部环境分析的基础上,总结公司自身的优势与劣势以及面临的机会与威胁,得到SWOT分析矩阵,从公司层、业务层和职能层三个层次制定公司的发展战略,并利用平衡计分卡给出了战略实施的关键绩效指标和具体行动方案,同时提出了战略实施保障措施。研究认为湖南有线长沙网络有限公司的短期之内应实施WT战略(防御型战略),短期战略目标完成后实施SO战略(增长型战略),实现“将有线电视网络建成为三网融合下的多媒体、全业务信息服务平台,将公司建设成为国内一流的多媒体、全业务信息服务商”的中长期目标。同时,实施差异化战略以及市场营销战略、人力资源战略、运营战略等职能战略,确保企业总体战略的顺利实现。本研究能正确清晰地引导湖南有线长沙网络有限公司的经营与发展,有助于公司培育自身的核心竞争力,对公司的长远发展具有重大的现实意义。此外,本研究对数字电视行业内其余企业的战略管理有着重要的意义,为当前三网融合下的长沙市数字有线电视及我国数字有线电视发展提供了有益的参考,对我国今后数字有线电视的发展具有重要的借鉴意义。
[Abstract]:The State Administration of Radio, Film and Television has explicitly proposed to comprehensively promote the digitization process of radio and television, to gradually realize and coordinate all kinds of transmission means such as cable, wireless, satellite, mobile multimedia, Internet, and so on, so as to speed up the construction of transmission fast and cover a wide range of areas. Secure and reliable digital communication system for radio, television and film. With the substantial promotion of the integration of three networks, Chinese cable television enterprises are facing a great change in concept, technology, content, system, industry and operation mode. Under the background of the integration of the three networks, the television system has lost its policy umbrella, the television industry is no longer the monopoly of the radio and television operators, the IPTV of the telecom operators and the OTT TV of the Internet enterprises are menacing. In this form, how to make the digital TV business of Hunan CATV Changsha Network Co., Ltd., in the fierce competition, excavate and cultivate its own unique competitive advantage, so as to realize the good economic benefits is the challenge faced by the managers of the company. It is also the question that many cable TV network companies should think about and study. On the basis of analyzing and summarizing the previous literatures, this paper analyzes the external environment of Hunan Cable Changsha Network Co., Ltd., such as macro environment, industry environment and so on, by using PEST model and Porter's five Force Model. Then the company has the resources and capabilities to analyze the internal environment. Based on the analysis of internal and external environment, this paper summarizes the advantages and disadvantages of the company itself and the opportunities and threats it faces, and obtains the SWOT analysis matrix, and formulates the development strategy of the company from three levels: company level, business level and function level. The key performance index and specific action plan of the strategy implementation are given by using the balanced scorecard, and the safeguard measures of the strategy implementation are put forward. It is believed that in the short term, Hunan Cable Changsha Network Co., Ltd. should implement WT strategy (defensive strategy), and implement so strategy (growth strategy) after the short-term strategic goal is completed, so as to realize "building CATV network into three networks". Integrated multimedia, Full-service information service platform, the company will become a first-class multimedia, all-business information service provider "long-term goal. At the same time, the implementation of differentiation strategy and marketing strategy, human resources strategy, operational strategy and other functional strategies to ensure the smooth implementation of the overall strategy of the enterprise. This study can guide the management and development of Hunan Cable Changsha Network Co., Ltd., help the company to cultivate its core competitiveness, and has great practical significance for the long-term development of the company. In addition, this study is of great significance to the strategic management of other enterprises in the digital television industry, and provides a useful reference for the development of digital cable television in Changsha and our country under the current integration of three networks. It has important reference significance to the development of digital cable TV in our country in the future.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27-F

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