Research On The Competitive Power Appraisal Of The Provincial SAI-TVs In China

Provincial SAI-TVs realize to overlay strongly inside province and to cover outside province by satellite technology. Provincial SAI-TVs have had powerful extended value in theory and hold many advantages for regional and countrywide market. But Provincial SAI-TVs show very strong department property according to administrative partition, its regional restriction of the scope of operations make the localness more strong than other places. As a dependent of localness, the developments of Provincial SAI-TVs come under the restriction of regional economy and cultural developed level and its market value do not get clear show. Along with the development of market economy, Provincial SAI-TVs have gotten rapid progress in advertising operation and produced the appeal that break through province scope. Whether satellite television possesses enough competition ability has become the important weapon that attracts advertising customer, also become the prerequisite and the goal of Provincial SAI-TVs development. This dissertation brings Provincial SAI-TVs into the frame of Chinese television industrial system to research deeply, regards Provincial SAI-TVs as foothold, looks television industrial system as reference and studies the basic law of Provincial SAI-TVs development from longitudinal scope and industrial scale. As the same time we analyzed systematically the dimensional different and market competitive condition. Since the geography district position and regional economy level, the development Provincial SAI-TVs takes on obvious dimensional different feature in China. According to the inquiry data of Nielsen Media Research and the statistical information of Provincial SAI-TVs, the dimensional different situation of Chinese Provincial SAI-TVs is measured by the concentration degree CRn index andβindex, in which the concentration degree CRn index is to measure the different situation of the competition ability of Provincial SAI-TVs from market space, reflecting the market competition and monopoly condition as well as the competition ability of Provincial SAI-TVs in the sphere of nationwide layout situation,βindex is to measure the centralize and scatter level of the competition ability of Provincial SAI-TVs from geography space, reflecting the evolution discrepancy of the competition ability of Provincial SAI-TVs. The competition ability of Provincial SAI-TVs is a multiple level and function compound which is composed of program resource, channel audience and cost benefit and is a dynamic system that develops change continuously. Program resource is the basic factor of competition ability of Provincial SAI-TVs, channel audience and cost benefits are important basis of competition ability of Provincial SAI-TVs. The different combination of program resource, channel audience and cost benefit of Provincial SAI-TVs cause its competition ability discrepancy. The competition ability can be reflected in Provincial SAI-TVs effect through program resource index, be reflected in Provincial SAI-TVs efficiency through channel audience index and be reflected in Provincial SAI-TVs purpose through cost benefit index.The appraisement index of competition ability of Provincial SAI-TVs is the measure and standard that appraised competitive advantage surely in goal course. Index system is composed of a series of index and there are organic connection and interaction between these indexes. The competition structural condition of Provincial SAI-TVs is reflected, the strain ability and the stability of the systematic structure are examined and the developing trend and tendency of systematic function and benefit are discriminated through revealing the law of the connection and interaction. Then the purpose of controlling the competition system of Provincial SAI-TVs can be come true. The appraisement index system of Provincial SAI-TVs competition can reflect the evolution tendency in time, the evolution structure in space, the evolution scale and benefits on quantity and the evolution function level on arrangement. The competition ability of Provincial SAI-TVs has time feature and space feature in measure. The different competitive ability is showed in different periods and there is different competitive ability in different region. By the appraisement of competition from the development and evolution dimension, we can analyze further the competitive state of program resource, channel audience and cost benefit of Provincial SAI-TVs. Audience Rating of Jiangsu SAI-TVs is analyzed by statistics based on AC-Nielsen and CVSC-SOFRES MEDIA. We think that the program management appraisal system of Jiangsu SAI-TVs should establish 3 kinds of tools: The first is strategic development appraisal system of Jiangsu SAI-TVs program, the second is program management appraisal system of Jiangsu SAI-TVs, the third is objectives appraisal system of Jiangsu SAI-TVs program. Finally, many respects of countermeasure and suggestion are put forward which include delimiting the channel of Provincial SAI-TVs development, locating the region of Provincial SAI-TVs efficiently, implementing the abruption between produce and broadcast, making specialization program, extending profit channel and raising economic benefits and establishing Provincial SAI-TVs alliance to the problem in Provincial SAI-TVs development.