【摘要】：廣播電視行業(yè)是我國(guó)信息傳媒行業(yè)的重要組成部分,更是黨和國(guó)家意識(shí)形態(tài)工作的重要宣傳方式,由于其特殊的政治“喉舌”地位,一直以來(lái)處于壟斷狀態(tài)；廣播電視網(wǎng)絡(luò)作為廣播電視行業(yè)不可分割的信號(hào)傳輸部分,同樣享受著“皇糧”待遇。伴隨著經(jīng)濟(jì)社會(huì)的快速發(fā)展,人民生活水平不斷提高,生活觀念及方式均發(fā)生了重大變化；通信信息技術(shù)日新月異,數(shù)字通信、移動(dòng)通信、衛(wèi)星通信技術(shù)實(shí)現(xiàn)飛躍；為適應(yīng)加入WTO后全球競(jìng)爭(zhēng)環(huán)境,國(guó)家對(duì)廣播電視網(wǎng)絡(luò)的體制改革不斷推進(jìn),“數(shù)字化平移”、“三網(wǎng)融合”、“制播分離”、“臺(tái)網(wǎng)分離”等多項(xiàng)重要政策使廣播電視網(wǎng)絡(luò)的運(yùn)營(yíng)方式發(fā)生了根本轉(zhuǎn)變。國(guó)家信息產(chǎn)業(yè)部、廣播電影電視總局聯(lián)合下發(fā)《關(guān)于加快廣播電視有線網(wǎng)絡(luò)發(fā)展的若干意見(jiàn)》,明確要求各地廣電部門(mén)要加快廣播電視網(wǎng)絡(luò)整合和“事轉(zhuǎn)企”的速度,成立省級(jí)廣電網(wǎng)絡(luò)有限公司,逐步放寬業(yè)務(wù)限制,加入市場(chǎng)競(jìng)爭(zhēng)機(jī)制,廣播電視網(wǎng)絡(luò)的壟斷地位受到威脅。山東廣電網(wǎng)絡(luò)有限公司是山東省內(nèi)廣播電視有線網(wǎng)絡(luò)的統(tǒng)一運(yùn)營(yíng)商,其主要業(yè)務(wù)包括模擬電視、數(shù)字電視(包括其增值業(yè)務(wù))、寬帶接入網(wǎng)、專(zhuān)業(yè)數(shù)據(jù)信息綜合服務(wù)業(yè)務(wù)。從用戶(hù)數(shù)量和營(yíng)業(yè)收入兩個(gè)方面來(lái)看,數(shù)字電視業(yè)務(wù)應(yīng)屬于公司的核心業(yè)務(wù)。因此,研究數(shù)字電視業(yè)務(wù)的競(jìng)爭(zhēng)戰(zhàn)略,對(duì)山東廣播電視有線網(wǎng)絡(luò)的發(fā)展具有較大的實(shí)際意義。 論文綜合運(yùn)用競(jìng)爭(zhēng)戰(zhàn)略管理理論和有關(guān)工具,使用調(diào)查問(wèn)卷法、訪談法、文獻(xiàn)研究法、比較研究法以及定性定量分析法,對(duì)山東廣電網(wǎng)絡(luò)有限公司數(shù)字電視業(yè)務(wù)的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)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東廣電網(wǎng)絡(luò)有限公司的外部環(huán)境,并與其主要競(jìng)爭(zhēng)對(duì)手進(jìn)行了比較,進(jìn)而總結(jié)出外部關(guān)鍵因素,形成外部關(guān)鍵因素評(píng)價(jià)矩陣；而后分析了山東廣電網(wǎng)絡(luò)有限公司的內(nèi)部資源、能力、核心競(jìng)爭(zhēng)力,進(jìn)而總結(jié)出內(nèi)部關(guān)鍵因素,形成內(nèi)部關(guān)鍵因素評(píng)價(jià)矩陣；在綜合內(nèi)外部環(huán)境分析的基礎(chǔ)上,利用SWOT矩陣分析得出其利用機(jī)遇,抵御威脅,發(fā)揮優(yōu)勢(shì),回避劣勢(shì)的備選方案,通過(guò)定量規(guī)劃(QSPM)矩陣分析選擇出適用于當(dāng)前數(shù)字電視業(yè)務(wù)發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略并使用價(jià)值鏈分析工具加以細(xì)化分解。最后利用平衡計(jì)分卡(BSC)給出了戰(zhàn)略實(shí)施的關(guān)鍵績(jī)效指標(biāo)和具體行動(dòng)方案,同時(shí)提出了保障措施。 論文希望通過(guò)本次研究,為山東廣電網(wǎng)絡(luò)有限公司的數(shù)字電視業(yè)務(wù)制定出切實(shí)有效的競(jìng)爭(zhēng)戰(zhàn)略,以期在當(dāng)前數(shù)字電視業(yè)務(wù)的激烈競(jìng)爭(zhēng)中立于不敗之地。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F49;G229.24

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