SX广电网络公司发展战略研究

【作者】 王琪；

【导师】 韩锦绵；

【作者基本信息】 西北大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 随着移动互联网技术的飞速发展,互联网用户数和移动终端的普及度与日俱增。传统广电行业正在经受着来自行业、市场及用户的三重压力。转型升级及公司战略方向调整成为SX广电网络面临的核心问题。如何整合企业资源、优化产品内容、开拓市场、加快产业结构调整及业态创新,成为SX广电网络面临的巨大挑战。2019年6月,我国工信部正式向移动、联通、电信及中国广电发放了5G(第五代移动通信技术,以下简称5G)商用牌照,中国5G商用自此拉开序幕。5G技术的浩荡开展以及商用的快速推进,给各行各业带来了新的发展突破口,也给发展艰难的广电系带来了新的曙光与机遇。本文以SX广电网络作为研究对象,结合国家相关通信、文化产业扶持政策和激励措施以及广电网络自身资源现状和运营现状,对如何走出广电网络所处的困境,从发展战略管理角度给出了解决方法。本文首先介绍了课题研究的相关背景与意义,结合国内外最新发展战略理论的研究综述,通过分析SX广电网络的发展现状与自身资源,结合市场资源需求、配置结果及国家相关政策,采用SWOT分析方法,系统地对SX广电网络自身的优势、劣势、机遇和挑战进行了分析。其次,对比SX广电网络和其他运营商之间存在的差异及优劣势,分析出其在细分的业务领域如何突出重围,降低同质化,提升差异性,增强自身核心竞争力。最后,通过分析SX广电网络在行业中的发展态势和市场对于SX广电网络产品及品牌的反响程度,提出扬长避短的优化建议,结合整体行业发展环境及发展趋势,综合设计出适合SX广电网络发展的同心多元化、纵向一体化和复合多元化发展战略,从整合企业资源、完善基础设施、加强营销推广和提升运营管理四个方面提出SX广电网络的战略实施措施,并辅以制度、人力、资金和文化四个方面的实施保障措施。本文通过理论与实践紧密结合的研究,对SX广电网络走出发展困境提供了切实可行的实施办法,同时为企业的多元化发展提供了具有参考价值的实施路径。在充分解决企业自身发展问题的同时对于其他广电网络公司的发展给予一定的参考和启发。更多还原

【Abstract】 With the rapid development of mobile internet technology,the number of internet users and the popularity of mobile terminals are increasing day by day.The traditional broadcast and television industry is under triple pressure from industry,market and users.Transformation and upgrading and the adjustment of the company’s strategic direction have become the core issues facing the SX broadcast and television network.How to integrate enterprise resources,optimize product content,open up markets,and accelerate industrial structure adjustment and format innovation has become a huge challenge facing SX broadcast and television Network.In June 2019,China’s Ministry of Industry and Information Technology officially issued 5G(Fifth Generation Mobile Communication Technology,hereinafter referred to as 5G)commercial licenses to China Mobile,China Unicom,China Telecom,and China Broadcast and Television.China’s 5G commercial business has begun.The vigorous development of 5G technology and the rapid advancement of commercialization have brought new development breakthroughs to all walks of life,as well as new dawns and opportunities for the difficult-to-develop broadcast and television departments.This article takes SX broadcast and television network as the research object,combined with relevant national communications,cultural industry support policies and incentives,as well as the current status of broadcast and television network resources and operations,this paper gives the research ideas and solutions from the perspective of development strategy management.This article first introduces the relevant background and significance of the subject research,combined with the research review of the latest development strategy theory at home and abroad,through the analysis of the SX broadcast and television network development status and its own resources,combined with market resource demand,allocation results and national relevant policies,using SWOT analysis method,systematically enumerate and analyze the advantages,disadvantages,opportunities and challenges of the SX broadcast and television network itself.Secondly,comparing the differences,advantages and disadvantages between the SX broadcast and television network and other operators,and analyze how it highlights its encirclement in subdivided business areas,reduces homogeneity,enhances differentiation,and enhances its core competitiveness.Finally,by analyzing the development trend of SX broadcast and television network in the industry and the response degree of the market to the SX broadcast and television network’s products and brands,this paper puts forward some suggestions for optimizing the strengths and circumvent weaknesses,combined with the overall industry development environment and development trends,a concentric diversification,vertical integration and compound diversification development strategy suitable for the development of SX broadcast and television networks are comprehensively designed.And compound diversification proposes strategic implementation measures for SX broadcast and television networks from the four aspects of integrating enterprise resources,improving infrastructure,strengthening marketing promotion and improving operation management,supplemented by systems,manpower,financial and cultural implementation safeguard measures.This paper provides a practical implementation method for the SX broadcast and television network to get out of the development dilemma through the research of theory and practice,and also provides an implementation path with reference value for the diversified development of enterprises.While fully solving the problem of enterprise’s own development,it gives some reference and inspiration to the development of other broadcast and television network companies.更多还原