朗威視訊衛星電視節目交換服務平台營運計畫

Abstract

Media industry in China is a closed market competition where all TV stations, TV programs, and Internet content are monitored and in control by the government. In such a sensitive industry, Langwei Video, a company qualified for High and New Technology Enterprises certification in China, built its competency around media delivery solutions via satellites, including portable satellite transmission products. Facing economic downturn in the industry, Langwei also encountered financial difficulties. However, innovation is in the core of Langwei’s DNA. Despite the hardship that caused extreme receding in revenue, Langwei still strived to offer its strong customer base an innovative solution, a satellite TV content exchange service platform, referencing to the success of CNN’s global media delivery platform, which would set Langwei to be a pioneer in the country and transform its business model into service-oriented instead of product-oriented revenue stream. This business plan aims to provide an operation plan to systematically analyze the benefits this new platform would contribute to Langwei’s profit margin. The plan is divided in five sections. The first section is Executive Summary which is a summary of the other four analysis sections: Market Analysis, Company Introduction, Strategy Execution, and Financial Forecast. Starting with the second section, this guide digs into the industry and competition to position Langwei’s target market segment. Carrying on to the third section, this paper introduces Langwei as a company and the motivation behind its competitive product and service offerings. Discussed in the fourth section, Langwei creates a strategy around its service-oriented business model, combined with promotions to establish a long-term partnership with qualified channels for effective execution. Last but not least, the fifth section shows how the new service-oriented business model, induced from introduction of the new platform, contributes to Langwei’s revenue stream, and thus profit margin.