基于价值链重构的中国电视产业发展战略研究
发布时间：2018-11-06 16:39
【摘要】： 时至今日,中国电视走向产业化已有10余年的时间,产业化已经成为中国电视发展的一个普遍特征,并在全国范围内铺将开来。但现实中,我国电视产业的竞争主体——电视产业集团还存在许多问题,我国电视产业集团必须重新审视自己的价值链条,并寻找能够维持长久竞争力的发展战略。但是,目前我国电视产业集团对价值链的认识还处于初级阶段,在价值链的管理实践中还仅偏重于某一两个环节,这就致使整个价值链缺乏有效链接,而在此基础上形成的竞争战略自然就缺乏针对性、有效性和长远性。 从本质来说,当前电视产业的竞争就是价值链的竞争,本文以电视产业价值链管理、重构现象研究为出发点,通过电视产业的价值链管理、重构决策,探究基于电视产业价值链管理的电视化产业集团竞争战略设计的一般框架,并在此基础上结合中国传媒产业特性,形成适合我国电视产业集团竞争的一般战略。这不仅有利于今天客观地审视和评价电视产业的发展战略,而且也有助于剖析中国电视产业的特点、模式以及目前所呈现的种种现实问题。 电视产业是一种内容产业,主要从事内容的生产、复制和传播。因此,电视节目制作是电视产业的根本和关键。电视产业价值链由电视节目的编排开始,然后是节目的制作,第三是节目的播出和发行,第四是观众的收看,其中制作、播出、广告是价值链的战略环节。对于电视产业来说,由于其产品线(系列频道、网站)涵盖不同的细分市场甚至不同的业务领域,它的价值系统是复杂的。电视价值链的最基本的意义就在于把握产业集团内部以及不同的媒介产品之间横向一体化、纵向一体化,从企业整体战略的高度,整合产业集团内部的基本价值链,使得价值活动之间实现更加紧密的联系,从而形成电视产业集团的结构竞争优势。 本文认为,电视产业集团新的价值链类型由基本价值链、延伸价值链、拓展价值链、虚拟价值链以及价值网络组成。基本价值链即传统的电视产业集团价值链,是电视产业集团利润的主要来源：延伸价值链是电视产业集团围绕主业的纵向延伸,是在基本价值链基础上的延伸,是基本价值链各个战略环节业务能力的进一步拓展；拓展价值链是基于新技术、网络经济、电子商务出现的新形势,采取横向一体化拓展而形成的价值链,是电视产业集团基于动态环境的变化,为拓展新的业务领域,形成新的利润增长点而采取的战略；虚拟价值链是电视产业集团在基本价值链的基础之上,利用信息技术和因特网,重新组织与安排企业内部各价值活动,以发掘企业竞争优势来源；价值网络是由电视产业集团与利益相关者之间相互影响而形成的价值生成、分配、转移和使用的关系及其结构。不同的价值链对于价值的生成具有不同的作用,而所有价值链共同作用则会形成合力,使电视产业集团具有更强竞争力。 电视产业价值链的重构必然要求相应的战略选择,而竞争战略的重新设计也会反过来影响到价值链的重构。本文在研究价值链和竞争战略之间的互动关系基础上提出了基于价值链重塑的中国电视产业竞争战略模型,按照该模型,电视产业集团在不同的价值链层面上应采取相应的竞争战略,如,在基本价值链层面,电视产业集团可以采用基于低成本、差异化或者集中化的一般竞争战略；在延伸价值链层面,可以选择一体化竞争战略；在拓展价值链层面,可以选择围绕企业核心竞争力多元化竞争战略；在虚拟价值链层面,可以选择外包战略；而在价值网络层面,电视产业集团可选择可以实现“双赢”的竞合战略。 本文对以上基于价值链重构的中国电视产业竞争战略模型进行了实证研究,在基于对国内30家电视产业集团问卷调研的基础上,运用聚类分析法和方差分析法,研究了以上价值链和竞争战略之间的对应关系,同时,对采用不同竞争战略的电视产业集团的绩效差异进行了比较,实证研究结果表明,本文建立的价值链和竞争战略模型中,价值链与电视产业竞争战略之间确实存在显著的对应关系,同时,不同竞争战略对绩效的影响确实存在显著性的差别,这从而证明了本文理论模型的合理性。
[Abstract]:Today, China's TV has been in the process of industrialization for more than 10 years, and industrialization has become a general feature of Chinese TV development and will be spread across the country. But in reality, there are many problems in the TV industry group of China's TV industry. China's TV industry group must re-examine its own value chain and find a development strategy that can maintain a long-term competitiveness. However, at present, the recognition of the value chain in China's TV industry group is still in the primary stage. In the management practice of the value chain, only one or two links are more important, which leads to the lack of effective link of the whole value chain. Effectiveness and long-term. From the essence, the competition of the current TV industry is the competition of the value chain, this article is based on the value chain management and reconstruction of the TV industry, and through the value chain management of the TV industry, The paper probes into the general framework of the competition strategy design of the TV industry group based on the value chain management of the TV industry, and combines the characteristics of China's media industry to form the competition for China's TV industry group. This is not only conducive to the objective examination and evaluation of the development strategy of the TV industry today, but also to the analysis of the characteristics and patterns of the Chinese TV industry as well as the current problems. The TV industry is a kind of content industry, mainly engaged in content production, replication, and propagation of television programs. The TV industry value chain starts with the programming of the TV program, then the production of the program, the third is the broadcasting and distribution of the program, and the fourth is the viewing of the audience, in which the production, the broadcasting, the advertisement, It is the strategic link of the value chain. For the TV industry, because its product line (series of channels, websites) covers different sub-market and even different business areas, it The value system of the value system is complex. The most basic meaning of the TV value chain is to grasp the horizontal integration and the vertical integration between the industry group and the different media products, and from the height of the overall strategy of the enterprise and the basic value chain within the whole industry group, so that the value activities To make a more intimate contact to form the television industry The paper holds that the new value chain type of the TV industry group is from the basic value chain, the extension value chain and the value chain. The basic value chain, the traditional TV industry group value chain, is the main source of the profit of the TV industry group: the extension value chain is the vertical extension of the TV industry group around the main industry The extension of the basic value chain is the further expansion of the business capacity of each strategic link of the basic value chain; the expansion of the value chain is based on the new situation of the new technology, the network economy and the electronic commerce, and the value chain formed by the horizontal integration development is the electricity In view of the change of the dynamic environment of the industry group, the strategy adopted for expanding the new business field and forming the new profit growth point is the virtual value chain, which is based on the basic value chain of the TV industry group, and reorganizes and arranges the value of the enterprise's internal value by using the information technology and the Internet Activity to explore the source of competitive advantage of the enterprise; the value network is the value generated by the mutual influence of the TV industry group and the stakeholders, and the value network The relationship and structure of distribution, transfer and use. Different value chains have different effects on the generation of value, and the common action of all value chains will form a resultant force. To make the TV industry group more competitive, the reconstruction of the value chain of the TV industry must require the corresponding strategic choice, and the competition strategy The re-design of the value chain is also influenced by the re-design of the value chain. Based on the interactive relationship between the value chain and the competition strategy, the competition strategy model of China's TV industry based on the re-establishment of the value chain is put forward. According to the model, the TV industry group is different. At the value chain level, the corresponding competition strategy should be taken, for example, at the basic value chain level, the TV industry group can adopt a low-cost, differentiated or centralized general competition strategy; at the level of the extension value chain, the TV industry group can In order to choose the integrated competition strategy, to expand the value chain level, the multi-competitive strategy around the core competence of the enterprise can be selected; at the level of the virtual value chain, the outsourcing strategy can be selected; and at the value network level, the TV industry group can choose to implement the "trunk>". In this paper, the competition strategy model of China's TV industry based on value chain reconstruction is studied in this paper, based on 30 domestic TV industry Based on the research of the group questionnaire, the correspondence between the above value chain and the competition strategy is studied by using the cluster analysis method and the variance analysis method. At the same time, the performance difference of the TV industry group with different competition strategy is compared and real The results of the study show that the value chain and the competition strategy of the TV industry do have a significant correspondence between the value chain and the competition strategy of the TV industry. At the same time, the effect of different competition strategies on the performance of the competition strategy is true.
【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F426.6
本文编号：2314853
[Abstract]:Today, China's TV has been in the process of industrialization for more than 10 years, and industrialization has become a general feature of Chinese TV development and will be spread across the country. But in reality, there are many problems in the TV industry group of China's TV industry. China's TV industry group must re-examine its own value chain and find a development strategy that can maintain a long-term competitiveness. However, at present, the recognition of the value chain in China's TV industry group is still in the primary stage. In the management practice of the value chain, only one or two links are more important, which leads to the lack of effective link of the whole value chain. Effectiveness and long-term. From the essence, the competition of the current TV industry is the competition of the value chain, this article is based on the value chain management and reconstruction of the TV industry, and through the value chain management of the TV industry, The paper probes into the general framework of the competition strategy design of the TV industry group based on the value chain management of the TV industry, and combines the characteristics of China's media industry to form the competition for China's TV industry group. This is not only conducive to the objective examination and evaluation of the development strategy of the TV industry today, but also to the analysis of the characteristics and patterns of the Chinese TV industry as well as the current problems. The TV industry is a kind of content industry, mainly engaged in content production, replication, and propagation of television programs. The TV industry value chain starts with the programming of the TV program, then the production of the program, the third is the broadcasting and distribution of the program, and the fourth is the viewing of the audience, in which the production, the broadcasting, the advertisement, It is the strategic link of the value chain. For the TV industry, because its product line (series of channels, websites) covers different sub-market and even different business areas, it The value system of the value system is complex. The most basic meaning of the TV value chain is to grasp the horizontal integration and the vertical integration between the industry group and the different media products, and from the height of the overall strategy of the enterprise and the basic value chain within the whole industry group, so that the value activities To make a more intimate contact to form the television industry The paper holds that the new value chain type of the TV industry group is from the basic value chain, the extension value chain and the value chain. The basic value chain, the traditional TV industry group value chain, is the main source of the profit of the TV industry group: the extension value chain is the vertical extension of the TV industry group around the main industry The extension of the basic value chain is the further expansion of the business capacity of each strategic link of the basic value chain; the expansion of the value chain is based on the new situation of the new technology, the network economy and the electronic commerce, and the value chain formed by the horizontal integration development is the electricity In view of the change of the dynamic environment of the industry group, the strategy adopted for expanding the new business field and forming the new profit growth point is the virtual value chain, which is based on the basic value chain of the TV industry group, and reorganizes and arranges the value of the enterprise's internal value by using the information technology and the Internet Activity to explore the source of competitive advantage of the enterprise; the value network is the value generated by the mutual influence of the TV industry group and the stakeholders, and the value network The relationship and structure of distribution, transfer and use. Different value chains have different effects on the generation of value, and the common action of all value chains will form a resultant force. To make the TV industry group more competitive, the reconstruction of the value chain of the TV industry must require the corresponding strategic choice, and the competition strategy The re-design of the value chain is also influenced by the re-design of the value chain. Based on the interactive relationship between the value chain and the competition strategy, the competition strategy model of China's TV industry based on the re-establishment of the value chain is put forward. According to the model, the TV industry group is different. At the value chain level, the corresponding competition strategy should be taken, for example, at the basic value chain level, the TV industry group can adopt a low-cost, differentiated or centralized general competition strategy; at the level of the extension value chain, the TV industry group can In order to choose the integrated competition strategy, to expand the value chain level, the multi-competitive strategy around the core competence of the enterprise can be selected; at the level of the virtual value chain, the outsourcing strategy can be selected; and at the value network level, the TV industry group can choose to implement the "trunk>". In this paper, the competition strategy model of China's TV industry based on value chain reconstruction is studied in this paper, based on 30 domestic TV industry Based on the research of the group questionnaire, the correspondence between the above value chain and the competition strategy is studied by using the cluster analysis method and the variance analysis method. At the same time, the performance difference of the TV industry group with different competition strategy is compared and real The results of the study show that the value chain and the competition strategy of the TV industry do have a significant correspondence between the value chain and the competition strategy of the TV industry. At the same time, the effect of different competition strategies on the performance of the competition strategy is true.
【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F426.6
【引证文献】
相关期刊论文 前1条
1 余晴;李曙;;我国广播电视产业发展趋势分析[J];新闻传播;2012年03期
相关硕士学位论文 前2条
1 毛阅;中国纪录片产业链现状分析与策略建构[D];南京师范大学;2011年
2 柳园;中国纪录片市场化的困境与出路[D];广州大学;2012年
，本文编号：2314853
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