济南电视台车载移动电视业务竞争战略研究

发布时间：2018-07-07 13:25

本文选题：省会电视台 + 车载移动电视业务　；参考：《山东大学》2009年硕士论文

【摘要】： 我国在广播电视领域一直执行四级办广播电视的发展思路,四级是指:中央广播电视机构、省级广播电视机构、市级广播电视机构和县级广播电视机构,传统电视产业营业收入主要依靠广告,目前,市级广播电视机构,尤其是省会电视台受制于政策、经济实力、人员素质和广告主的投放策略等因素影响,呈现出营业收入增速减缓的趋势。本文从济南电视台的新业务——车载移动电视业务入手,结合经营较好的地区实例,在深入分析竞争对手和自有资源的基础上提出了竞争战略,试图探索出一条符合省会电视台车载移动电视业务生存和发展的道路。论文通过案例分析,定量、定性分析相结合的方法,对国内车载移动电视市场进行了大盘点,详细描述了新业务发展的宏观环境、基本状况、行业竞争结构和主要竞争对手,同时运用五力模型、SWOT等战略分析、制定工具,尝试设计了济南电视台车载移动电视业务的竞争战略,并从重组组织架构、管理和培育人力资源、构建市场导向型组织文化、增强融资能力四个方面提出了与竞争战略相适应的保障措施。论文对城市电视台,特别是省会电视台车载电视业务的竞争战略制定和执行具有借鉴意义。通过分析论证,论文得出三方面的论点:(1)宏观环境有利于车载移动电视业务的发展;(2)车载移动电视业务在济南市场上发展极不完善,各种力量的制衡关系还未最后确定。当前状况下,市场成长缓慢,初始投资较高,替代品生产企业依靠压低广告价格或者降低节目成本的方式挤压新业务的生存空间,“圈地运动”是新业务发展的基本主题;(3)济南电视台车载电视业务只有利用好本城市的政治、文化、经济资讯资源,借政府政策的推动力,实施以价值创新为导向的集中差异化战略,固化竞争优势,才能扭转市场疲软的现状,获得长远发展。
[Abstract]:In the field of radio and television, China has been carrying out the development thinking of running radio and television at four levels: central radio and television organizations, provincial radio and television organizations, municipal radio and television organizations and county-level radio and television organizations. The operating income of the traditional television industry mainly depends on advertising. At present, municipal radio and television organizations, especially provincial television stations, are subject to such factors as policy, economic strength, personnel quality and advertising strategy. Showing a slowdown in revenue growth trend. This paper starts with the new business of Jinan TV station, that is, the mobile TV service on the vehicle, and combines with the regional example of good management, and puts forward the competitive strategy on the basis of analyzing the competitors and own resources in depth. This paper attempts to explore a way to survive and develop mobile TV service in line with provincial TV station. Through the method of case analysis, quantitative analysis and qualitative analysis, the paper makes a large inventory of the domestic mobile TV market, and describes in detail the macro environment, basic conditions, industry competition structure and main competitors of the new business development. At the same time, by using the five-force model SWOT and other strategic analysis, the paper makes a tool to try to design the competition strategy of the mobile TV business in Jinan TV station, and reorganizes the organizational structure, manages and cultivates the human resources, and constructs the market-oriented organizational culture. Four aspects of enhancing the financing ability put forward the safeguard measures suitable to the competition strategy. This paper can be used as a reference for city TV stations, especially provincial TV stations, to formulate and implement the competitive strategy of vehicular television business. Through analysis and argumentation, the thesis draws three points: (1) the macro environment is conducive to the development of mobile TV service, (2) the development of mobile TV service in Jinan market is not perfect, and the balance relationship between various forces has not been finalized. In the current situation, the market is growing slowly and the initial investment is high. The alternative manufacturers squeeze the living space of the new business by lowering the advertising price or reducing the cost of programs. "Enclosure Movement" is the basic theme of the development of new business. (3) the TV business of Jinan TV station can only make good use of the city's political, cultural and economic information resources and borrow the impetus of government policies. Only by implementing the centralized differentiation strategy oriented by value innovation and solidifying the competitive advantage can we reverse the market weakness and obtain the long-term development.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F272.3

【引证文献】