Research On The Core Competitiveness Of China's CCTV Military Program

In recent years,along with the rapid development of media technology,the media industry in China accelerates its path and the transmission channels expands sharply,the competition between traditional media each other,between traditional media and new media is becoming more and more fierce.How to improve the quality of programs,created their own core competitiveness,and ensure the successful completion of the responsibility and mission,are each military TV workers to think about.On the basis of defining the concept of core competitiveness and media core competitiveness,this paper defines the core competitiveness of TV military programs,and through case analysis on military reports in 7 sets of CCTV programs,in order to make a deep research on the influence factors of core competence,the core competitiveness of the build path in military TV show.This article is composed of eight chapters,which can be roughly divided into three parts.The first part includes the first chapter and the second chapter,the first chapter mainly put forward in selecting topic background and research significance,summarizing the article research content and the research object,defining the enterprise core competitive ability,the meaning of military television media competitiveness and core competitiveness,drawing the technology roadmap.Defining the connotation and characteristics of core competence in military program on CCTV,and the formation mechanism of core competence are introduced,this paper summarizes the current research status domestic scholars,from two aspects of qualitative and quantitative evaluate the core competitive power for the central television military programmes.The second chapter mainly is based on the development course of military TV media,and analyses the function of military TV media,the military TV media's strengths,weaknesses,opportunities and challenges,Which makes a judgment and analysis on the military strategic choices of the TV media.The second part includes from the third part to the sixth part.Among them,the third chapter makes an overall analysis on the present situation of military television channel construction,and then on the basis of investigation in the TV program on CCTV military "military affairs",in order to introduce the military competition advantage and disadvantage of television media,to combine with the present situation and the general audience "military affairs" evaluation,pointing out the columns of putting forward the improvement direction,which makes a case anlysis foundation for the final policy recommendations section.The fourth chapter mainly from the core competitiveness,including the viewing,audience,content,and the host,and has a deep research on the core competitiveness of "military affairs",and improvement measures are put forward.The fifth chapter introduces the strategic management theory and the theory of brand management,and analyses on how to build the brand competitiveness to improve military program,including military programs of CCTV brand packaging,promotion,expounds and the extension and innovation.The sixth chapter has carried on the empirical reseaech,which using military programs in CCTV data as data sources.Based on the theory of data envelopment analysis(DEA),and compare the strengths and weaknesses of different methods in data envelopment analysis(DEA),a DEA model based on entropy is put forward,this model is more appropriate to be used to evaluate the effect of TV programs broadcast.This kind of method provides a more viable alternative way to promote military TV programs and even the other selection of TV programs,which provides a more comprehensive and accurate scientific decision and support information for TV media.The third part includes the seventh part and the eighth part.Among them,the seventh chapter puts forward the policy recommendations of CCTV military program core competence,including the principles of constructing the core competitiveness,the countermeasures and policy suggestions.By combining methods of CIS strategy and learning organization construction,this chapter puts forward to build a military program brand,strengthen the brand marketing,improve innovation of human resource management,build show talent highland,business income,develop related industries,make column layout reasonable,improve the efficiency of military programs,improve the statistics of economic operation and scientific analysis of strategic decision proposal,which provides a method to think how to improve the core competitiveness of the military programs.The last part of this paper is the conclusion,which mainly introduces the main conclusions and innovations of this thesis,points out the direction of the lack of this study and future research.