网络融合下数字电视产业的竞合形态与企业战略  

Competition-cooperation Modality and Corporate Strategy in the Digital TV Industry under Network Convergence

作　　者：万兴[1] 

机构地区：[1]南京财经大学产业发展研究院,江苏南京210003

出　　处：《中国科技论坛》2013年第4期59-64,共6页Forum on Science and Technology in China

基　　金：国家自然科学基金面上项目(71173036);国家自然科学基金青年项目(71103079);教育部哲学社会科学研究基金资助项目(10JHQ007);江苏省社会科学基金项目(11EYB006)

摘　　要：网络融合下数字电视产业的竞合形态发生了复杂演变,这种变化突出表现为横向产业链的扩展、纵向产业链的重构以及产业网络的形成。竞合形态的变化导致原有的企业战略或其运用方式已经不再适用。企业应面向价值网而非价值链调整战略,可在差异化、成本领先以及聚焦战略中选择不止一个战略目标,或借助对角化战略实现交叉进入。本文进一步提出了企业战略的相关建议。The competition-cooperation modality of digital TV industry is undergoing complex evolution under network convergence. The evolution has the following features ： the expansion of the horizontal industrial chain, reconfiguration of the vertical industrial chain and formation of the industrial network. These changes make existing strategies or their application models become improper. Companies should adjust strategies based on value network instead of value chain. Firms should choose more than one among differentiation, costle- adership and focus strategies. Diagonal strategy should facilitate cross entry. The paper also makes further suggestions.

关 键 词：网络融合 数字电视 竞合形态 企业战略 

分 类 号：F270[经济管理—企业管理]