【摘要】：在開放包容的市場環(huán)境下,媒體之間的競爭愈演愈烈,隨著新媒體多樣化及其快速的發(fā)展,廣播電視領(lǐng)域的媒體發(fā)展總體趨勢漸弱,依靠單一的廣告經(jīng)營的生存之路越走越窄,全國中央、省、市、縣四級廣播電視臺,2000余個播出機(jī)構(gòu),龐大的廣播電視體系面臨著內(nèi)外交困的境地。目前,云南省地方廣播電視機(jī)構(gòu)受經(jīng)濟(jì)實(shí)力、人員素質(zhì)、相關(guān)政策和廣告業(yè)主等因素的影響,經(jīng)營創(chuàng)收增速明顯放緩。本文從云視機(jī)場頻道業(yè)務(wù)著手,認(rèn)真吸取電視業(yè)務(wù)經(jīng)營良好地區(qū)的經(jīng)營理念,在深入分析現(xiàn)有資源和競爭對手的基礎(chǔ)上,提出合理化可持續(xù)競爭戰(zhàn)略,開拓新的市場,爭取探索出一條符合云南省級電視臺機(jī)場頻道業(yè)務(wù)發(fā)展的道路。 本論運(yùn)用定量和定性相結(jié)合的分析方法對省級電視臺機(jī)場頻道相關(guān)案例進(jìn)行分析,盤點(diǎn)了云視機(jī)場頻道業(yè)務(wù)市場的基本情況,對新業(yè)務(wù)發(fā)展的基本狀況、行業(yè)競爭、宏觀環(huán)境結(jié)構(gòu)和主要競爭對手進(jìn)行了詳細(xì)闡述,同時運(yùn)用五力模型戰(zhàn)略分析、嘗試設(shè)計(jì)了云視機(jī)場頻道的經(jīng)營策略,并從管理和培育人力資源、重組組織架構(gòu)、增強(qiáng)融資能力和構(gòu)建市場導(dǎo)向型組織文化四個方向提出了與經(jīng)營策略相結(jié)合保障措施。本文的相關(guān)研究對云南省級電視臺機(jī)場頻道電視業(yè)務(wù)的經(jīng)營戰(zhàn)略制定和執(zhí)行都具有很好的借鑒意義。 通過分析論證,論文得出三方面的論點(diǎn)：(1)宏觀環(huán)境有利于云視機(jī)場頻道業(yè)務(wù)的發(fā)展；(2)云視機(jī)場頻道業(yè)務(wù)在昆明中心市場上發(fā)展不完善,各種力量的制衡關(guān)系還未最后確定。當(dāng)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；(3)機(jī)場頻道業(yè)務(wù)只有利用好中心城市的政治、文化、經(jīng)濟(jì)資訊資源,借政府政策的推動力,實(shí)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)市場不瘟不火的現(xiàn)狀,獲得長遠(yuǎn)發(fā)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.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G229.2-F

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