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Title: | 中信國安有線電視業務戰略轉型研究 Research on the strategic transformation of cable TV business of CITIC GUOAN Information Industry Co.,Ltd |
Authors: | Xiao-Yin Xu 徐曉音 |
Advisor: | 吳學良 |
Keyword: | 有線電視業務,三網融合,戰略轉型, cable network business,triple-play,strategic transformation, |
Publication Year : | 2020 |
Degree: | 碩士 |
Abstract: | IPTV和OTT TV因具有良好的互動化、綜合化、個性化和可定制化,以及具有更低的收費和更便捷的服務等特點,成為傳統有線電視網路的直接競爭者,過去幾年有線電視使用者和有線數位電視使用者規模不斷下降,傳統有線電視運營商面臨較大的經營壓力。但與此同時IPTV和OTT TV的使用者規模不斷擴大,加上5G對內容生產、傳播管道等的行業革新,IPTV等仍然具有一定的成長空間。 《全國有線電視網路整合發展實施方案》明確要求“進一步加快推進有線電視網路整合與廣電的5G的融合發展”,三網融合進入落地階段。歌華有線和夢網集團分別作為有線電視運營商和企業雲通信服務商,面對行業發展壓力積極轉型並取得一定成效,湖北廣電等部分企業在加快廣電媒體優化升級和加速台網融合和智慧廣電建設等進行了試點並獲得一定經驗,給廣電企業轉型升級提供了有意義的路徑。 中信國安主要從事資訊網路基礎設施業務中的有線電視網、衛星通信網的投資建設及資訊服務業中的增值電信業務和網路系統集成等業務,公司雖然擁有一定規模的有線電視使用者和有線數位電視使用者,但有線電視業務收入占比較低;營收占比超過7成增值電信業務主要為向企業客戶提供呼叫中心和企信通等解決方案,但盈利能力較低。由於公司成長能力、盈利能力、研發能力等較弱,又面臨較大的償債壓力和資金缺口,因此 公司面臨業務轉型但又很難繼續延續擴張型發展戰略。 本文採用文獻分析、專家訪談和案例分析的研究方法,通過對中信國安外部環境、競爭環境和內部環境分析,分析出當前中信國安發展中面臨的機遇與挑戰以及公司資源與能力上的優勢與劣勢,最後結合SWOT分析,得出中信國安業務轉型的戰略及路徑。本文認為中信國安業務轉型的核心策略是尋找主業,降低對投資業務的依賴,其實施路徑第一是參照歌華有線等公司的業務轉型案例,通過與上海亦非雲等新興雲平臺合作,積極將有線電視業務與IPTV、OTT TV和雲相融合,第二是參照夢網集團業務轉型案例,全面引入AI技術,利用中國廣電擁有的5G牌照優勢,將增值電信業務積極向RCS富媒體業務轉型升級,提升增值電信業務的成長能力和盈利能力。同時為了彌補營運資金短缺,中信國安要積極利用上市公司的融資管道優勢,積極融資,彌補資本短缺壓力,為業務轉型提供充足的資源支撐。 IPTV and OTT TV have become direct competitors of traditional cable TV networks due to their good interaction, integration, individuation and customization, as well as lower charges and more convenient services. In the past few years, the scale of cable TV users and digital cable TV users continues declining, and traditional cable TV operators are facing greater business pressure. At the same time, IPTV and OTT TV users continue expanding, coupled with 5G content production, communication channels and other industry innovation, IPTV still has a certain growth space. “The implementation plan of national cable TV network integration and development” clearly requires 'further accelerate the integration of cable TV network and 5G of radio and television', and triple play has entered the landing stage. As cable TV operators and Enterprise Cloud communication service providers ,Beijing Gehua CATV Network Co.,Ltd cable and Montnets Rongxin Technology Group Co.,Ltd, have made positive transformation and achieved certain results in the face of industry development pressure. Hubei Radio and Television Information Network Co.,Ltd and other enterprises have carried out pilot projects and gained some experience in speeding up the optimization and upgrading of radio and television media, accelerating the integration of stations and networks and the construction of smart radio and television, which provides a meaningful path for the transformation and upgrading of radio and television enterprises 。 CITIC GUOAN Information Industry Co.,Ltd is mainly engaged in the investment and construction of cable TV network and satellite communication network in the information network infrastructure business, value-added telecommunication business and network system integration in the information service industry. Although the company has a certain scale of cable TV users and cable digital TV users, the cable TV business income accounts for a relatively low proportion, and its revenue accounts for more than 70% of the value-added telecom business owners to provide solutions such as call center and enterprise communication to enterprise customers, but the profitability is lower. Due to the weak growth ability, profitability and R D capability of the company, it is difficult to continue the expansion development strategy because of the greater debt repayment pressure and capital gap. This paper uses the research methods of literature analysis, expert interview and case analysis, analyzes the external environment, competitive environment and internal environment of CITIC Guoan Information Industry Co.,Ltd, the opportunities and challenges in the development of CITIC Guoan Information Industry Co.,Ltd, as well as the advantages and disadvantages of the company's resources and capabilities. Finally, combined with SWOT analysis, it concludes the business transformation strategy and path of CITIC Guoan Information Industry Co.,Ltd. This paper believes that the core strategy of business transformation is to find the main business and reduce the dependence on investment business. The first implementation path is to refer to the business transformation case of Beijing Gehua CATV Network Co.,Ltd cable and cooperate with Otvcloud and other cloud platforms to actively integrate cable TV business with IPTV and OTT TV and cloud are integrated. Second, referring to the business transformation case of Montnets Rongxin Technology Group Co.,Ltd,we should take advantage of 5G license of China Radio and Television and AI technology, the value-added telecom business is actively transformed and upgraded to RCS business, so as to improve the growth ability and profitability of value-added telecom business. At the same time, in order to make up for the shortage of working capital, CITIC Guoan Information Industry Co.,Ltd should actively use the advantages of listed companies' financing channels, actively raise funds, make up for the pressure of capital shortage, and prepare enough resource for business transformation. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21920 |
DOI: | 10.6342/NTU202004429 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 臺大-復旦EMBA境外專班 |
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