Chinese Radio And Television Industry's Core Competitiveness Study

Classified as research on strategic development and management, the present dissertation has described and analyzed the methods, strategies and applications of developing and improving the core competence of the radio and television industry in the new century.Based on the strategic managerial theory — the theory of core competence, this dissertation has integrated the practical development of the present radio and television industry both at home and abroad and its relevant research findings and data. It attempts to give a strategic and comprehensive interpretation and description of the core competence of developing the radio and television industry. In exposition the dissertation adopts three perspectives: the historical, the global and the industrial perspective.Correspondingly, the dissertation adopts the research methods of historical comparison, material analysis and logical analysis.In recent years there has been a surge of reforms in domestic radio and television industry, so has the research on it. Most researches, however, are just limited to some partial improvement. The constantly changing experience compels people to be quick-minded to quick changes. Mere concentration on some specific tactics will not lead to an overall strategic research. On the other hand, the orderless and harsh competitions among domestic mass media, the greediness and aggression of so many foreign tycoons have made strategic research back to use. Therefore, the development and establishment of its own strengths of core competence becomes the key to future development of China's radio and television industry. Current research on media, the core competence of radio and television industry in particular, is still at the initial stage — it is right into this field that this dissertation intends to lead a bold research.Characterized by the support of specific theories, this dissertation also attaches great importance to practical operation and exploration to countermeasures. It aims to successfully deal with four relationships: the relationship between independence and synthesis, between concept and countermeasures, between business and products, between theory and strategy.Framework of the dissertation:The dissertation consists of five chapters, in which Chapter 3 and Chapter 4 are the focus.Chapter One explains and analyzes the connotation of core competence of the radio and television industry. It also elaborates on the basic characteristics, research strategies and practical significance of the core competence.Chapter Two analyzes the strategic environment for China's radio and television industry to develop its core competence, which includes analysis of the outside strategic environment, development and transfer of the world radio and television industry, analysis of the inside conditions, the status quo of China's radio and television industry and the conflicts brought by China's accession to the WTO.Chapter Three and Chapter Four focus on the process of enforcing the strategies of the core competence, which involves the exploitation of strategic resources and the development of the core competence.Chapter Five is based on the research on the exploitation of the core competence of China's radio and television industry, which includes two parts — the capital operation and the digital operation of China's radio and television industry.Important viewpoints of this dissertation:The core competence of radio and television media is the sum of the core resources and competence which enable the media to overwhelm competitors. In the process of its development and competition with foreign media, the combined work of the government direction, the support of policies, the advanced nature of culture, the flexibility of the system and so on, whose influence is far greater than that of ordinary enterprises. This is also the biggest difference between China's radio and television industry and other industries during the process of building up its core competence.The enforcing process of the strategies of core competence is actually the essence of the stage of developing and exploiting strategic resources and the stage of developing the core competence. In terms of resources, it mainly includes the resources of policies, culture and the system. These three are the prerequisite and basis for China's radio and television industry to build up its core competence, but they themselves cannot be the core competence. The process of exploiting the core competence is just the process of developing it. In terms of competence, the development of the core competence should focus on three "developments" — the development of core talents, of core content and core audience.At the critical stage of development of the current radio and television industry, the leading role of the government in the reform of China's radio and television industry should not be weakened, the measures taken by the government should be maintained and intensified. On the other hand, the government should take measures in a supervisory and regulatory manner rather than intervening in all trivialities in an administrative manner.Whether China's radio and television industry could attach enough importance to the development and exploitation of the national cultural resources, and to what extent it could be integrated into the "global market" to become a new member of its cultural system will eventually decide its competitiveness and say in the world radio and television industry.Currently some minor adjustments have been made in China's radio and television industry, but these are far from being enough, considering its content and reform in its operation and management. In order to improve its core competence in a relatively short time, China's radio and television industry has to make appropriate adjustments and innovations.Content and originality are the essence of radio and television industry, and how to produce popular substantial products is the key to its development. The core competence of media is its content, the continuation of the originality of its content is the key. The constant update and development of content is vital to improve the core competence of media.The separation of production and broadcast is the general tendency of the development of today's international television industry. With television as its concrete product, it is also a reform in the manner of production.