云视机场频道经营策略研究
发布时间：2018-09-04 12:28
【摘要】：在开放包容的市场环境下,媒体之间的竞争愈演愈烈,随着新媒体多样化及其快速的发展,广播电视领域的媒体发展总体趋势渐弱,依靠单一的广告经营的生存之路越走越窄,全国中央、省、市、县四级广播电视台,2000余个播出机构,庞大的广播电视体系面临着内外交困的境地。目前,云南省地方广播电视机构受经济实力、人员素质、相关政策和广告业主等因素的影响,经营创收增速明显放缓。本文从云视机场频道业务着手,认真吸取电视业务经营良好地区的经营理念,在深入分析现有资源和竞争对手的基础上,提出合理化可持续竞争战略,开拓新的市场,争取探索出一条符合云南省级电视台机场频道业务发展的道路。 本论运用定量和定性相结合的分析方法对省级电视台机场频道相关案例进行分析,盘点了云视机场频道业务市场的基本情况,对新业务发展的基本状况、行业竞争、宏观环境结构和主要竞争对手进行了详细阐述,同时运用五力模型战略分析、尝试设计了云视机场频道的经营策略,并从管理和培育人力资源、重组组织架构、增强融资能力和构建市场导向型组织文化四个方向提出了与经营策略相结合保障措施。本文的相关研究对云南省级电视台机场频道电视业务的经营战略制定和执行都具有很好的借鉴意义。 通过分析论证,论文得出三方面的论点：(1)宏观环境有利于云视机场频道业务的发展；(2)云视机场频道业务在昆明中心市场上发展不完善,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；(3)机场频道业务只有利用好中心城市的政治、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,才能扭转市场不瘟不火的现状,获得长远发展。
[Abstract]:In the open and inclusive market environment, the competition between the media is becoming more and more intense. With the diversification of new media and its rapid development, the overall trend of media development in the field of radio and television is becoming weaker and weaker, and the survival path of relying on a single advertising business is getting narrower and narrower. China's central, provincial, municipal, and county radio and television stations have more than 2,000 broadcasters, and a huge radio and television system is facing difficulties in domestic and foreign affairs. At present, local radio and television organizations in Yunnan Province are affected by economic strength, personnel quality, relevant policies and advertising owners, and the growth rate of operating income has slowed obviously. Based on the analysis of the existing resources and competitors, this paper puts forward a reasonable and sustainable competition strategy to open up a new market, starting from the business of the airport channel of cloud vision, absorbing the management idea of the good area of the TV business, and deeply analyzing the existing resources and the competitors. Strive to explore a way in line with the development of Yunnan-level TV airport channel business. This paper uses quantitative and qualitative analysis methods to analyze the relevant cases of airport channels of provincial TV stations, taking stock of the basic situation of cloud view airport channel business market, the basic status of new business development and industry competition. The macroscopical environment structure and main competitors are elaborated in detail. At the same time, by using the five-force model strategic analysis, the paper tries to design the management strategy of Cloud View Airport Channel, and reorganizes the organizational structure by managing and cultivating human resources. Four directions of strengthening financing ability and constructing market oriented organizational culture are put forward, which are combined with management strategy. The relevant research in this paper is of great significance to the formulation and implementation of the management strategy of the airport channel television business of Yunnan level TV station. Through analysis and argumentation, the thesis draws three points: (1) the macro environment is favorable to the development of cloud vision airport channel service; (2) the development of cloud vision airport channel business in Kunming central market is not perfect, and the checks and balances of various forces have 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 program cost. (3) the airport channel business can only make good use of the politics of the central city. Cultural and economic information resources, through the impetus of government policy, implement the centralized differentiation strategy oriented by value innovation, solidify the competitive advantage, can reverse the present situation of market undistressing and fire, and obtain long-term development.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F
本文编号：2222103
[Abstract]:In the open and inclusive market environment, the competition between the media is becoming more and more intense. With the diversification of new media and its rapid development, the overall trend of media development in the field of radio and television is becoming weaker and weaker, and the survival path of relying on a single advertising business is getting narrower and narrower. China's central, provincial, municipal, and county radio and television stations have more than 2,000 broadcasters, and a huge radio and television system is facing difficulties in domestic and foreign affairs. At present, local radio and television organizations in Yunnan Province are affected by economic strength, personnel quality, relevant policies and advertising owners, and the growth rate of operating income has slowed obviously. Based on the analysis of the existing resources and competitors, this paper puts forward a reasonable and sustainable competition strategy to open up a new market, starting from the business of the airport channel of cloud vision, absorbing the management idea of the good area of the TV business, and deeply analyzing the existing resources and the competitors. Strive to explore a way in line with the development of Yunnan-level TV airport channel business. This paper uses quantitative and qualitative analysis methods to analyze the relevant cases of airport channels of provincial TV stations, taking stock of the basic situation of cloud view airport channel business market, the basic status of new business development and industry competition. The macroscopical environment structure and main competitors are elaborated in detail. At the same time, by using the five-force model strategic analysis, the paper tries to design the management strategy of Cloud View Airport Channel, and reorganizes the organizational structure by managing and cultivating human resources. Four directions of strengthening financing ability and constructing market oriented organizational culture are put forward, which are combined with management strategy. The relevant research in this paper is of great significance to the formulation and implementation of the management strategy of the airport channel television business of Yunnan level TV station. Through analysis and argumentation, the thesis draws three points: (1) the macro environment is favorable to the development of cloud vision airport channel service; (2) the development of cloud vision airport channel business in Kunming central market is not perfect, and the checks and balances of various forces have 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 program cost. (3) the airport channel business can only make good use of the politics of the central city. Cultural and economic information resources, through the impetus of government policy, implement the centralized differentiation strategy oriented by value innovation, solidify the competitive advantage, can reverse the present situation of market undistressing and fire, and obtain long-term development.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G229.2-F
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