Reach On The Competitive Advantage Of Broadcasting And TV Industry Group On The Basis Of Value Chain

With the integration of global economy, the market competition is fierce day by day, enterprise's competition has already developed into the whole competition between the value chain systems. Meanwhile, industry's value chain is decomposed and combined rapidly. In recent years, the fast development of China broadcasting and TV industry, cause the chain of the industry to present"the scale"and uneconomical, " range " and uneconomical. The public institution that carrying out commercialized management becomes the bottleneck of group's sustainable development gradually. At present, the group of broadcasting and TV is standing in the key transition from"scale competition"to"structural competition,"whose key competitiveness and abilities of integration of the resources from domestic and foreign can't form the competition advantage effectively. Under the background of fact that the present media industry merges with higher speed, it is of great significance to study group's competition advantage to realize sustainable development from strategic height.With the competition of the value chain in modern broadcasting and TV industry, the group of broadcasting and TV, which is one of the main competitors of the market , is still perplexed by the questions of a great deal of respects: Ignoring the understanding and attention to one's own value chain, the group of broadcasting and TV cannot discern the value-added industry clearly; Not being distinct in their value chain, the group of broadcasting and TV cannot emphasize the key competitiveness clearly;Because of the value chain's short and insufficiency and single the source of group's profit, the group of broadcasting and TV mainly rely on advertisement; With the unreasonable disposition of resources, the lack of the property right and the value chain not running smoothly, the group of broadcasting and TV cannot improve the market competitiveness and long-term development.Combining with the knowledge of industry's economics, management and dissemination, we have put forward relevant competitive strategies based on which the group of broadcasting and TV obtain the source and tunnel to competition. Having involved the traditional value chain theory from Michael, the fictitious value chains from John J Sviokla,et al., the value network from Potte, theory of competitive advantage, value chain and competitive advantage theory and so on, we have focused on the value chain theory, leading advantage of the cost theory, differentiation advantage theory and established theoretical frame and focus about enterprise's competition advantage.Referring to strategy of value chain as analysis tool, the main part of this text investigates group's domestic and foreign value chain and competition advantages. First of all, the characteristics of broadcast and television products, the characteristics of value chain and value chain current situation about the group of broadcasting and TV have been explained. Secondly, this article has used PETS to analyze macroscopical environment of the group, used"five strength"to analyze the trade environment of group's value chain.Moreover, according to the three aspects which appears in the"joint"in group's value chain——aspect of value chain, market subdividing and business unit, the article has studied the group's competitive advantage , the method or route on the different aspects, on which the article put forward the strategic measures for fostering the group's competitiveness.Finally, the article has been presented with typical case such as integration of the resources and brand operation of SMG, especially the success of"Prime Channel for Finance"on which the analysis and strategic measures from preceding paragraphs are not merely examined, but also make the study on group's competitive advantage herein have theory value and realistic meaning.After the study on group's competitiveness advantage, the article come to the following conclusions: 1. The Group might obtain the competitive advantage, only if it meet the following several points : first, there should have an accurate functional demand to the broadcast and television products;Second, there should be an objective appraisal on its advantage and disadvantage;finally, there should have an overall, systematic, immediate and foresight understanding to media industry, especially broadcasting and TV environment.2. The integration and optimization behavior of the value chain which enabled the broadcast and television products or advertisement to be equipped with more structural Characteristics and have weakened the sharing and reuse of the media products to certain extent, obtained the differentially competitive advantages.3. Since the copyright is an important, special joint of the Group, it will be inevitable for the Group to pay attention to the cultivation of brand and copyright to get competitive advantages in the future.4. The Groups forming modes which aim at stepping across media, inter-trade, trans-regional, must grow up based on"the core"on which the competitive advantages lie and easily to be forgotten by most enterprises.5. It is the only method for the Groups to insist on technological innovation and management innovation to keep the sustainable competitiveness.