Research On Current Local TV Media Operating Strategy

As Jack Trout says, in the tough world, using strategy is how you survive. For the solution of the common problems, such as the lack of business and strategy sense, existing in local TV stations, this essay focuses on researching into their business strategy.The concept of the "business" in this essay refers to not only the traditional advertising business, but also program and channel business. The concept of the "strategy" comes from the theories of Jack Trout, Al Ries and Michael E.Porter. The understanding of the strategy is based on that of the three concepts, i.e. positioning, tactic and integration. Positioning is how you differentiate yourself in the mind of your prospect. Strategy is a simple, focused value proposition. A successful strategy is based on finding a way to be different from your sea of competitors. Tactic is a concept or product with differentiation from competitors. Strategy coming from available tactic becomes a consonant operating direction and integrates all the resources to promote the realization of tactic.Why should local TV stations vitalize themselves by using strategy? First, the competitive pressure comes from the privilege of CCTV and the entry of the media outside of our mainland; second, the phenomenon of clone and imitation is so serious that the strategy of the local TV stations becomes indistinct; third, without efficient tactic, some current strategies cannot adapt to the market; fourth, though some TV...