On the cable network industry development of rational thinking (3)

Of: Neixiang County Radio and TV Xiesong Bo
Connected to the article: On the cable network industry development of rational thinking (1)   (B)  
  4.2 cable network content services industry
Any kind of industry structure has a different method, cable TV is no different. We know that in the television industry's development, whether or transmission equipment industry, industry will need to rely on cable TV services to support the expansion of the scale, or cable network companies are not money to buy equipment, no money to pay transfer fees. Therefore, various cable television business is the backbone of the cable industry business, the profits of their cable television platform, is the inflation in the industry. If we single platform from a profit perspective, cable industry should be oriented services Package Including video services, data information services, Advertising Supply service and maintenance services four major categories.


Cable TV video service is now carried out a large-scale services, cable television specialty channel. In this service mode, the user can according to their different needs, use of cable television channels to choose their own favorite, for example, movie channels, TV channels, sports channels, etc. In fact, the community wants to get through the cable TV video services Many, for example, education, sports, health Health , Social skills and so on. With the liberalization policies, social spending in these areas will greatly increase. Determine the main factors in addition to the video consumer policy, the most important thing is to standardize the number of multi- STB System. Because there is no national standard set-top box system, as there is no uniform, like telephone numbers, can not develop a variety of services, rather than the development of a variety of services, it is impossible for cable TV market matures, it is impossible to achieve goals; other the absence of a unified national system of set-top box, users have a variety of business would need to purchase a variety of set-top box, which would greatly inhibit the consumption of market enthusiasm, is not conducive to market development. Meanwhile, digital set-top box for video service and the birth, it will not only stimulate new data services and advertising business, there may even derive a new maintenance services business. Therefore, the development of digital multi-function set-top box is the cable industry's most important platforms.


Data information service is the most potential source of profit for cable television, many of its contents, including not only the form of stock Teletext information services, high speed data Broadcasting , Network access, but also including computer networking services including multimedia services business. Under Expert Forecasts, data services is the first television network industrial sources of income, since the decision data services revenue from three factors: first, policy factors; second level of network and data network interconnection Planning Implementation; Third, the promotion of digital set-top box level. These three factors have been achieved in the last two years. At present, the set-top box households has reached the more than 3,000 households, the network has been unstoppable consumption, therefore, data service revenues should not be underestimated.


Cable television advertising is currently the operations of a more realistic income. Because advertising is the publicity from the cost of business expenses, while the publicity from the whole enterprise is based on scale and operating efficiency to decide. Therefore, the TV station Advertising costs associated with the enterprise economy, rather than consumers directly. Speaking community as a whole, advertising is a basic amount of the gross national product will grow with the simultaneous increase.


Maintenance services, cable systems unique steady source of income. How much maintenance costs with two factors, first, the total number of users, and second, the level of the price charged. Regardless of the nature of cable TV changes, but the nature of social welfare has changed, the price charged must be suitable for the user's consumption level, so the amount of maintenance costs are mainly determined by the number of users.


Course, the cable network industry services there are other sources of income, such as sales agency of equipment revenue, network engineering benefits, etc., but these revenues will not affect the economic model of the large cable pattern.


4.3 cable network industry services measures
Realistically speaking, because cable television in the system, management, and exclusive dealing and other reasons, in the development process there are inherent. These deficiencies mainly in: the non-regulatory network, bringing the non-standard management and service quality of low-level Cycle ; System of industrial property, bringing the "weaning" are not complete and the lack of market Competition Sense of crisis of survival, relying on the concept of service to survive the natural indifference; operation Monopoly , Bring the planned economy "between officials and businessmen," the custom nature of the service quality is seen insignificant ... ... the face of such status of network services, cable TV networks to achieve industrialization, no doubt empty talk. Therefore, we must comprehensively improve service levels, to ensure the industrialization of service as the network an important prerequisite for the survival and development, the service reflects the input to the hardware, equipment updates Apparatus Accurate, tools available, the technology matures, even the attitude of work, habits. To strengthen service management, we should first advocate of "I as the core, so that each user Satisfaction", stressing that "I" terms of reference of this department, is "I" The task can not stress the objective conditions, every effort to complete; users find the "I" on the "I" to help users to solve, until the user satisfaction; Second, we must strengthen the position Train Improve the network services staff skills. Existing services to the heart of each employee, but also services to; Third, public commitment to the implementation of the community, accept social supervision, and establish feedback center to network service onto the track of standardization, the establishment of "I tried, make you satisfied "with service-oriented enterprises (units) a new image.


5, cable TV network Industrialization Strategy
5.1 operating mechanism and management system of the dialectical unity


Business operators and management mechanism is a relationship between the general term for the object, which is the level of competitiveness by the industry determined; management system is the operating mechanism for the establishment of the objective needs of the institutions. Specifically, the operating mechanism is based on market principles as the law in pursuit of maximum efficiency as the goal, from low level to a higher level in the development of tools and methods.

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