伴随着信息通信和互联网技术的快速发展，我国三网融合也进入了实质性推 进阶段。国务院常务会议在2010年1月13日决定加快推进广播电视网、电信网 和互联网三网融合，在网络上实现互联互通，业务上互相渗透和交叉，形成无缝 覆盖。三网融合是促进构建以高速多媒体为基础的一个平台，具备网络资源共享、 费用低、维护方便、适应性强等优点，同时可以有效的避免低水平的基础网络重 复建设。在推进三网融合的过程中，新型媒体开始慢慢凸显，像互联网OTT、移动 电视、IPTV等层出不穷，与传统的广播电视之间在竞争用户方面愈演愈烈，对传 统广播电视地位、作用影响严重，给有线电视网络公司带来极大的冲击，原有用 户流失严重。在三网融合下日益激烈的竞争环境中，SD广电网络公司作为有线电 视网络运营商，探索和发挥自身优势，迎接三网融合趋势所带来的机遇和挑战， 是公司急需解决的难题。 SD广电网络公司是2010年底挂牌成立，整合了全省16个地市有线电视网， 是我国沿海发达地区中最早实现有线电视网完全整合的省份。公司要发挥整合优 势，加快数字电视产业结构升级和经营业务创新，让三网融合带来的福利走进寻 常百姓家庭。由于整合前后都存在着很多的问题急需解决，所以SD广电网络公司 必须建立现代化企业管理体制，制定三网融合背景下科学合理的竞争战略，大力 推进公司制度的改革和创新，让用户享受更便捷服务和更实惠的产品，增强用户 的粘连度，树立起公司的品牌文化，保证公司走在可持续发展的道路。 本论文以现代化企业战略管理理论为指导，首先通过对国外三网融合发展历 程对有线电视网络运营商的影响进行分析，探索我国三网融合背景下广电行业的 发展前景之路；其次认真研究了SD广电网络公司现在面临的主要竞争对手、运用 PEST模型和SWOT模型对内外部环境进行了分析，明确了将来的竞争趋势以及面临 的机遇与威胁，找到自身真正拥有的优势和劣势；最后结合SD广电网络公司的可 持续性发展目标，制定了实施差异化战略是最适合的竞争战略，并提出合理的实 施策略以及科学的保障措施，以保障公司有效实施竞争战略。本文得出的结论可 供其他省份的广电网络公司参考，并具有一定的借鉴意义。 关键词：三网融合，SD广电网络公司，竞争战略 湖北工业大学硕士学位论文 II Abstract WiththerapiddevelopmentofinformationcommunicationandInternettechnology, theintegrationofthethreenetworksinChinahasenteredasubstantialstageof promotion.OnJanuary13,2010,theExecutivemeetingoftheStateCouncildecidedto speeduptheintegrationofbroadcastingandtelevisionnetworks,telecommunications networksandInternetnetworks,soastoachieveinterconnectionandinterpenetration andintercrossingofservicesontheInternetandformseamlesscoverage.The convergenceofthethreenetworksistorealizethesharingofnetworkresources,avoid low-levelredundantconstruction,andformahigh-speedbroadbandmultimedia infrastructureplatformwithwideadaptability,easymaintenanceandlowcost.Inthe tripleplayintheprocess,thenewmediastartedslowly,likeInternetOTT,mobileTV, IPTVemergeinendlessly,andbetweenthetraditionalradioandtelevisioninauserhas intensifiedcompetition,severelyaffectedbythepositionandfunctionoftraditional radioandtelevision,cabletelevisionnetworkcompanytobringhugeimpact,the originalusererosionisserious.Intheincreasinglyfiercecompetitiveenvironment underthethree-networkconvergence,SDNetwork,asacableTVnetworkoperator, exploresandgivesfullplaytoitsownadvantagestomeettheopportunitiesand challengesbroughtbythethree-networkconvergencetrend,whichisanurgentproblem forthecompanytosolve. SDisfoundedattheendof2010,radioandtelevisionnetworkscompany integratedtheprovince16citiescablenetwork,istheearliestinChina'scoastal developedareastorealizecablenetworkfullyintegratedprovinces.Thecompany shouldgiveplaytoitsintegrationadvantages,speedupthestructuralupgradeofthe digitalTVindustry,andinnovateitsbusinessoperations,sothatthebenefitsbrought aboutbytheintegrationofthethreenetworkscanenterordinaryfamilies.Becausethere aremanyproblemsbeforeandaftertheintegration,theyneedtobesolvedurgently。 Therefore,SDradioandtelevisionnetworkcompaniesmustestablishamodern enterprisemanagementsystem,formulateascientificandreasonablecompetition strategyunderthebackgroundoftripleplay,andvigorouslypromotethereformand innovationofthecompanysystem,enablesuserstoenjoymoreconvenientservicesand moreaffordableproducts,improvetheadhesionoftheuser,establishthecompany's brandculture,ensurethatthecompanyisonasustainabledevelopmentpath. Thisthesisisguidedbythetheoryofmodernenterprisestrategicmanagement. Firstly,byanalyzingtheimpactofforeignthree-networksintegrationdevelopment processoncableTVnetworkoperators,weexplorethedevelopmentprospectsofthe broadcastingandtelevisionindustryunderthebackgroundofthree-networksintegration inChina.SDradioandtelevisionnetworkcompaniesarenowfacingthemain competitors,usingthePESTmodelforthemacroenvironment,clearfuturecompetition trendsandupcomingopportunitiesandthreats;onceagainthoroughlyanalyzethe internalenvironmentofSDradioandtelevisionnetworkcompaniestofindtheirtrue advantagesandDisadvantages;Finally,inaccordancewithSDradioandtelevision networkcompaniessustainabledevelopmentgoals,theimplementationofdifferentiation strategyformulationisthemostsuitablecompetitionstrategy,andputsforwardthe 湖北工业大学硕士学位论文 III correspondingimplementationstrategyandsafeguardmeasures,inordertoensurethe companyeffectivelyimplementthestrategyofcompetition.Theconclusionsdrawnin thisarticlecanbeusedforreferencebyradioandtelevisionnetworkcompaniesinother provinces,andhavecertainreferencesignificance. Keywords:Integrationofthreenetworks,SDradioandtelevisionnetworks company,Competitivestrategy 湖北工业大学硕士学位论文 IV 目录 摘要...........................................................................................................................I Abstract..........................................................................................................................II 目录.........................................................................................................................IV 第1章绪论.....................................................................................................................6 1.1研究背景、目的和意义.......................................................................................6 1.2国内、外相关研究现状.......................................................................................7 1.2.1有关三网融合的研究...............................................................................7 1.2.2企业竞争战略方面...................................................................................8 1.3研究内容与思路...................................................................................................9 1.4研究方法工具.....................................................................................................10 第2章相关理论基础及概念.......................................................................................12 2.1竞争战略理论.....................................................................................................12 2.2PEST分析模型...................................................................................................12 2.3SWOT分析模型理论...........................................................................................13 2.4三网融合的内涵与意义.....................................................................................14 第3章SD广电网络公司发展现状分析......................................................................15 3.1SD广电网络公司现有规模...............................................................................15 3.2三网融合对SD广电网络公司发展的影响.......................................................17 3.3SD广电网络公司现有竞争战略.......................................................................18 3.4SD广电网络公司现阶段发展分析...................................................................19 第4章SD广电网络公司的环境分析..........................................................................22 4.1国内外三网融合对有线电视发展的影响.........................................................22 4.2SD广电网络公司主要竞争对手分析...............................................................22 4.2.1电信运营商的分析.................................................................................22 4.2.2互联网电视的分析.........................................