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中文摘要：
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。
英文摘要：
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.
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