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The Sichuan Television economy Channel Development Strategy

Author: ShaoRui
Tutor: CaoDeJun
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Channel development strategy Brand Strategy Alliance Strategy Organizational structure Channel system Theory of secondary sales
CLC: G229.2-F
Type: Master's thesis
Year: 2008
Downloads: 24
Quote: 0
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Abstract


With the development of the socialist market economy, the television media industry in China has entered the era of industrial management, and is in a sustained period of rapid growth, the television media industry has been ranked the forefront of the country's pillar industry. According to 2003 statistics, China has nearly 2,000 television organizations, up to 2375 TV channels. TV as a new industry in recent years, it is has been developing rapidly, but in the television industry market and the deepening of the process of industrialization, the country has gradually introduced to encourage the industry television media participate in market competition policy, the growing competition in the TV market intense. TV channels at all levels have to integrate resources, and actively explore the business model, in order to speed up the fight for market share, seize the development opportunities. This paper to explore and study a provincial terrestrial television channels (the Sichuan Television economy channels) in the face of CCTV and urban stations up and down attack posture, how to highlight the characteristics, advantages, find their places, and a clear development strategy and competition in the market seek survival and development issues. From the living environment and market position, a detailed analysis of the Sichuan TV basic channels, operating status, to explore strategic theory and strategic thinking in line with its status, development goals, determine the development strategy to achieve the goal to develop the full implementation of the strategy and control measures to ensure the realization of the strategic objectives. Porter's five forces theory and the application of the theory of the competitive situation, the competitive environment of Sichuan Economic TV channels were studied in detail. On a new understanding of the basis of the review of the original channel strategy, analysis affect the development of the deep-seated reasons to pinpoint its competitive position and potential development of the crisis. The channel is an urgent need to formulate new development goals and strategies, can solve future survival and development issues. On the basis of the analysis of the crisis, combined with the SWOT analysis, zoning theory, the article explore strategic development of economic, Sichuan television channels, clear its position in the market, establishing the goal of the development of economic, Sichuan television channels - Southwest terrestrial television channels leading. \The article is clearly the way of the development goals through the use of the brand strategy and alliance strategy theory, must take the resource integration, brand and alliance strategy combining road. The article also focused on the importance of the application of the television channel brand strategy are discussed in detail, supported by the success stories to be corroborated; fully demonstrated the necessity and feasibility of the use of the channel operation of the alliance strategy. To ensure the implementation of the strategy through the application of the theory on the relationship between strategy and organizational structure, channel system theory, to build a new organizational structure for the Sichuan Economic TV channels, combined with secondary sales of television media theory, proposed in this organizational structure suggestions of how to further expand the market, and in particular to highlight the construction of a program source, audiences develop systematic measures and market operators. With the rapid changes in the television market competition, the survival of the provincial terrestrial television channels, the development of the situation has become more and more severe, and the urgent need to find a breakthrough. As far as I related, has yet to find the solutions of a system of the provincial development strategy study of terrestrial television channels. In this context, this paper as the research object to Sichuan Television economy channels and through a standardized strategic research method, and ultimately determine the complete development of the channel strategy system completely resolve its future survival and development. This paper focuses on the problem of a provincial terrestrial channels how to adapt to the new situation, to seek new development. Hope through this article, the research work to achieve sustainable and healthy development of China's provincial terrestrial television channels play a valuable role in the development of China's TV industry out of the development road with Chinese characteristics, the television media industry in China Road, a reference and help.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China
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