本文選題：省會電視臺 + 車載移動電視業(yè)務(wù)　； 參考：《山東大學(xué)》2009年碩士論文

【摘要】： 我國在廣播電視領(lǐng)域一直執(zhí)行四級辦廣播電視的發(fā)展思路,四級是指:中央廣播電視機構(gòu)、省級廣播電視機構(gòu)、市級廣播電視機構(gòu)和縣級廣播電視機構(gòu),傳統(tǒng)電視產(chǎn)業(yè)營業(yè)收入主要依靠廣告,目前,市級廣播電視機構(gòu),尤其是省會電視臺受制于政策、經(jīng)濟實力、人員素質(zhì)和廣告主的投放策略等因素影響,呈現(xiàn)出營業(yè)收入增速減緩的趨勢。本文從濟南電視臺的新業(yè)務(wù)——車載移動電視業(yè)務(wù)入手,結(jié)合經(jīng)營較好的地區(qū)實例,在深入分析競爭對手和自有資源的基礎(chǔ)上提出了競爭戰(zhàn)略,試圖探索出一條符合省會電視臺車載移動電視業(yè)務(wù)生存和發(fā)展的道路。 論文通過案例分析,定量、定性分析相結(jié)合的方法,對國內(nèi)車載移動電視市場進行了大盤點,詳細描述了新業(yè)務(wù)發(fā)展的宏觀環(huán)境、基本狀況、行業(yè)競爭結(jié)構(gòu)和主要競爭對手,同時運用五力模型、SWOT等戰(zhàn)略分析、制定工具,嘗試設(shè)計了濟南電視臺車載移動電視業(yè)務(wù)的競爭戰(zhàn)略,并從重組組織架構(gòu)、管理和培育人力資源、構(gòu)建市場導(dǎo)向型組織文化、增強融資能力四個方面提出了與競爭戰(zhàn)略相適應(yīng)的保障措施。論文對城市電視臺,特別是省會電視臺車載電視業(yè)務(wù)的競爭戰(zhàn)略制定和執(zhí)行具有借鑒意義。 通過分析論證,論文得出三方面的論點:(1)宏觀環(huán)境有利于車載移動電視業(yè)務(wù)的發(fā)展;(2)車載移動電視業(yè)務(wù)在濟南市場上發(fā)展極不完善,各種力量的制衡關(guān)系還未最后確定。當前狀況下,市場成長緩慢,初始投資較高,替代品生產(chǎn)企業(yè)依靠壓低廣告價格或者降低節(jié)目成本的方式擠壓新業(yè)務(wù)的生存空間,“圈地運動”是新業(yè)務(wù)發(fā)展的基本主題;(3)濟南電視臺車載電視業(yè)務(wù)只有利用好本城市的政治、文化、經(jīng)濟資訊資源,借政府政策的推動力,實施以價值創(chuàng)新為導(dǎo)向的集中差異化戰(zhàn)略,固化競爭優(yōu)勢,才能扭轉(zhuǎn)市場疲軟的現(xiàn)狀,獲得長遠發(fā)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F272.3

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 萬倩;我國公交移動電視的產(chǎn)業(yè)運營與發(fā)展策略研究[D];中南大學(xué);2012年

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本文編號：2105100