基于價值鏈重構(gòu)的中國電視產(chǎn)業(yè)發(fā)展戰(zhàn)略研究
發(fā)布時間：2018-11-06 16:39
【摘要】： 時至今日,中國電視走向產(chǎn)業(yè)化已有10余年的時間,產(chǎn)業(yè)化已經(jīng)成為中國電視發(fā)展的一個普遍特征,并在全國范圍內(nèi)鋪將開來。但現(xiàn)實中,我國電視產(chǎn)業(yè)的競爭主體——電視產(chǎn)業(yè)集團還存在許多問題,我國電視產(chǎn)業(yè)集團必須重新審視自己的價值鏈條,并尋找能夠維持長久競爭力的發(fā)展戰(zhàn)略。但是,目前我國電視產(chǎn)業(yè)集團對價值鏈的認(rèn)識還處于初級階段,在價值鏈的管理實踐中還僅偏重于某一兩個環(huán)節(jié),這就致使整個價值鏈缺乏有效鏈接,而在此基礎(chǔ)上形成的競爭戰(zhàn)略自然就缺乏針對性、有效性和長遠(yuǎn)性。 從本質(zhì)來說,當(dāng)前電視產(chǎn)業(yè)的競爭就是價值鏈的競爭,本文以電視產(chǎn)業(yè)價值鏈管理、重構(gòu)現(xiàn)象研究為出發(fā)點,通過電視產(chǎn)業(yè)的價值鏈管理、重構(gòu)決策,探究基于電視產(chǎn)業(yè)價值鏈管理的電視化產(chǎn)業(yè)集團競爭戰(zhàn)略設(shè)計的一般框架,并在此基礎(chǔ)上結(jié)合中國傳媒產(chǎn)業(yè)特性,形成適合我國電視產(chǎn)業(yè)集團競爭的一般戰(zhàn)略。這不僅有利于今天客觀地審視和評價電視產(chǎn)業(yè)的發(fā)展戰(zhàn)略,而且也有助于剖析中國電視產(chǎn)業(yè)的特點、模式以及目前所呈現(xiàn)的種種現(xiàn)實問題。 電視產(chǎn)業(yè)是一種內(nèi)容產(chǎn)業(yè),主要從事內(nèi)容的生產(chǎn)、復(fù)制和傳播。因此,電視節(jié)目制作是電視產(chǎn)業(yè)的根本和關(guān)鍵。電視產(chǎn)業(yè)價值鏈由電視節(jié)目的編排開始,然后是節(jié)目的制作,第三是節(jié)目的播出和發(fā)行,第四是觀眾的收看,其中制作、播出、廣告是價值鏈的戰(zhàn)略環(huán)節(jié)。對于電視產(chǎn)業(yè)來說,由于其產(chǎn)品線(系列頻道、網(wǎng)站)涵蓋不同的細(xì)分市場甚至不同的業(yè)務(wù)領(lǐng)域,它的價值系統(tǒng)是復(fù)雜的。電視價值鏈的最基本的意義就在于把握產(chǎn)業(yè)集團內(nèi)部以及不同的媒介產(chǎn)品之間橫向一體化、縱向一體化,從企業(yè)整體戰(zhàn)略的高度,整合產(chǎn)業(yè)集團內(nèi)部的基本價值鏈,使得價值活動之間實現(xiàn)更加緊密的聯(lián)系,從而形成電視產(chǎn)業(yè)集團的結(jié)構(gòu)競爭優(yōu)勢。 本文認(rèn)為,電視產(chǎn)業(yè)集團新的價值鏈類型由基本價值鏈、延伸價值鏈、拓展價值鏈、虛擬價值鏈以及價值網(wǎng)絡(luò)組成�；緝r值鏈即傳統(tǒng)的電視產(chǎn)業(yè)集團價值鏈,是電視產(chǎn)業(yè)集團利潤的主要來源：延伸價值鏈?zhǔn)请娨暜a(chǎn)業(yè)集團圍繞主業(yè)的縱向延伸,是在基本價值鏈基礎(chǔ)上的延伸,是基本價值鏈各個戰(zhàn)略環(huán)節(jié)業(yè)務(wù)能力的進(jìn)一步拓展；拓展價值鏈?zhǔn)腔谛录夹g(shù)、網(wǎng)絡(luò)經(jīng)濟、電子商務(wù)出現(xiàn)的新形勢,采取橫向一體化拓展而形成的價值鏈,是電視產(chǎn)業(yè)集團基于動態(tài)環(huán)境的變化,為拓展新的業(yè)務(wù)領(lǐng)域,形成新的利潤增長點而采取的戰(zhàn)略；虛擬價值鏈?zhǔn)请娨暜a(chǎn)業(yè)集團在基本價值鏈的基礎(chǔ)之上,利用信息技術(shù)和因特網(wǎng),重新組織與安排企業(yè)內(nèi)部各價值活動,以發(fā)掘企業(yè)競爭優(yōu)勢來源；價值網(wǎng)絡(luò)是由電視產(chǎn)業(yè)集團與利益相關(guān)者之間相互影響而形成的價值生成、分配、轉(zhuǎn)移和使用的關(guān)系及其結(jié)構(gòu)。不同的價值鏈對于價值的生成具有不同的作用,而所有價值鏈共同作用則會形成合力,使電視產(chǎn)業(yè)集團具有更強競爭力。 電視產(chǎn)業(yè)價值鏈的重構(gòu)必然要求相應(yīng)的戰(zhàn)略選擇,而競爭戰(zhàn)略的重新設(shè)計也會反過來影響到價值鏈的重構(gòu)。本文在研究價值鏈和競爭戰(zhàn)略之間的互動關(guān)系基礎(chǔ)上提出了基于價值鏈重塑的中國電視產(chǎn)業(yè)競爭戰(zhàn)略模型,按照該模型,電視產(chǎn)業(yè)集團在不同的價值鏈層面上應(yīng)采取相應(yīng)的競爭戰(zhàn)略,如,在基本價值鏈層面,電視產(chǎn)業(yè)集團可以采用基于低成本、差異化或者集中化的一般競爭戰(zhàn)略；在延伸價值鏈層面,可以選擇一體化競爭戰(zhàn)略；在拓展價值鏈層面,可以選擇圍繞企業(yè)核心競爭力多元化競爭戰(zhàn)略；在虛擬價值鏈層面,可以選擇外包戰(zhàn)略；而在價值網(wǎng)絡(luò)層面,電視產(chǎn)業(yè)集團可選擇可以實現(xiàn)“雙贏”的競合戰(zhàn)略。 本文對以上基于價值鏈重構(gòu)的中國電視產(chǎn)業(yè)競爭戰(zhàn)略模型進(jìn)行了實證研究,在基于對國內(nèi)30家電視產(chǎn)業(yè)集團問卷調(diào)研的基礎(chǔ)上,運用聚類分析法和方差分析法,研究了以上價值鏈和競爭戰(zhàn)略之間的對應(yīng)關(guān)系,同時,對采用不同競爭戰(zhàn)略的電視產(chǎn)業(yè)集團的績效差異進(jìn)行了比較,實證研究結(jié)果表明,本文建立的價值鏈和競爭戰(zhàn)略模型中,價值鏈與電視產(chǎn)業(yè)競爭戰(zhàn)略之間確實存在顯著的對應(yīng)關(guān)系,同時,不同競爭戰(zhàn)略對績效的影響確實存在顯著性的差別,這從而證明了本文理論模型的合理性。
[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.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F426.6
本文編號：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.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F426.6
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 余晴;李曙;;我國廣播電視產(chǎn)業(yè)發(fā)展趨勢分析[J];新聞傳播;2012年03期
相關(guān)碩士學(xué)位論文 前2條
1 毛閱;中國紀(jì)錄片產(chǎn)業(yè)鏈現(xiàn)狀分析與策略建構(gòu)[D];南京師范大學(xué);2011年
2 柳園;中國紀(jì)錄片市場化的困境與出路[D];廣州大學(xué);2012年
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