摘 要

随着互联网技术的突飞猛进，我国原有的视频传输模式得到了巨大的改进，电信运营商、互联网视频公司先后推出了IPTV、OTT TV等视频业务，在丰富了群众的收视内容的同时也给传统的有线电视带来了巨大的冲击。当前，全国各地的有线电视企业正处于经营的寒冬期，市场份额正在被竞争对手快速蚕食，有线电视企业的发展转型迫在眉睫。贵州省广播电视信息网络股份有限公司（以下简称贵州广电网络公司）是贵州省第一家上市的文化企业，也是贵州省唯一一家以有线电视传输为主营业务的企业。公司和全国其他地区的有线电视企业一样，在近几年的经营发展困难重重，用户和经营业绩不断下滑，同时在内控管理上的很多问题也随着经营压力而凸显，公司急需找到有效的方法解决。

本文基于战略管理的相关理论，同时结合国内外关于有线电视行业的战略发展理论，通过对公司内外部资源能力以及近几年发展战略进行研究，发现了公司在经营管理上存在的诸多问题：如战略定位不清晰、业务发展方向不确定、内控管理不完善以及各项战略执行不到位等。为了解决公司现有存在的问题，公司急需通过转型找准合适的发展方向。文本运用PEST分析法、SWOT分析法以及层次分析法等战略管理分析方法，同时以问卷调查的形式，邀请行业专家与公司内部专家，结合他们的意见，通过构造数据模型采集分析结果，重新定位公司的发展战略。研究结果表明，公司要紧紧围绕着SO战略，既要积极利用全国一网整合以及5G技术发展的契机，在产品创新、营销优化、技术升级、人大建设、业务转型等方面实现转变，才能扭转当前的发展困局。最后，为了保障战略方案的有效实施，文中也给出了具体的策略建议和若干保障措施。本文的研究不仅对公司的转型发展有一定的指导作用，为国内其他有线电视运营商的未来发展提供参考依据。也有利于扩展国内关于有线电视行业发展战略的理论研究。

关键词：贵州广电网络公司；有线电视；业务转型；战略管理；

Research on the development strategy of Guizhou Broadcasting & TV Information Network Co.Ltd

Abstract

With the rapid development of Internet technology,China's original video transmission mode has been greatly improved. Telecom operators and Internet video companies have launched IPTV,Ott TV and other video services,which not only enrich the audience's viewing content, but also bring a huge impact to the traditional cable TV. At present, the cable TV enterprises all over the country are in the cold winter of operation, and the market share is being rapidly eroded by competitors. The development and transformation of cable TV enterprises is imminent.Guizhou Broadcasting & TV Information Network Co.Ltd.(hereinafter referred to as Guizhou Radio and television network) is the first listed cultural enterprise in Guizhou Province,and also the only enterprise with cable TV transmission as its main business. Like the cable TV enterprises in other parts of the country,the company has many difficulties in business development in recent years, users and business performance continue to decline. At the same time, many problems in internal control management are also highlighted with the business pressure. The company urgently needs to find effective solutions.

Based on the relevant theories of strategic management,combined with the strategic development theory of cable TV industry at home and abroad,through the study of the company's internal and external resource capacity and development strategy in recent years, this paper finds many problems in the company's operation and management, such as unclear strategic positioning, uncertain business development direction, imperfect internal control management and the implementation of various strategies Not in place, etc. In order to solve the existing problems of the company,the company urgently needs to find the right development direction through transformation. This paper uses PEST analysis, SWOT analysis,AHP and other strategic management analysis methods, at the same time,in the form of questionnaire survey, invites industry experts and company internal experts, combined with their opinions, through the construction of data model to collect analysis results, repositioning the company's development strategy. The research results show that the company should closely focus on so strategy,actively take advantage of the opportunities of national one network integration and 5g technology development,and realize transformation in product innovation, marketing optimization, technology upgrading, National People's Congress construction, business transformation, etc., so as to reverse the current development dilemma.Finally, in order to ensure the effective implementation of the strategic plan,the paper also gives specific strategic suggestions and some safeguard measures. This study not only has a certain guiding role for the transformation and development of the company, but also provides a reference for the future development of other domestic cable TV operators. It is also conducive to expand the domestic theoretical research on the development strategy of cable TV industry.

Key words: Guizhou Radio and television network;cable TV; business transformation; strategic management