| The 21st century is a digital world, with Negroponte's words:this is a "bit time". Globally, along with the continuous renewal and development of science and technology, especially digital technology, on the basis of information technology innovation, various new media represented by the Internet and mobile phone emerge constantly and grow stronger. This not only brought a completely new propagation idea and mode, changed our way of life, but also constituted the huge impact and threat to the traditional media, such as newspaper, magazine, radio and television. In face of the unprecedented fierce competition situation, television industry must speed up its own pace of development, and its reform and innovation is already imperative. Traditional Chinese television is in Crisis. To cope with the challenge of old and new media, it must obtain new features which belong to its own.In the new century, digitization becomes the key words of Chinese broadcasting industry reform and development. Digitization is a great technology revolution which has landmark significance in television history. It combines traditional TV media and digital technology to form a new and large digital television industry. In today's world, digital television industry is the trend of broadcasting industry development and the inevitable direction of global TV industry development. In the past two years, developed countries represented by North America, Europe, has acquired preliminary achievements and accumulated some precious experience in the transition of analog TV to digital TV. On the Base of radio and TV digitalization platform, digital pay TV channel born with the operation of digital TV. Digital pay TV channel is a new service of content providing, a professional TV channel, an advanced programming form, an inevitable trend in the development of television and also a new economic growth point in China's radio and TV industry. Without digital pay TV channel, China's radio, film and television industry can't become bigger and stronger, and it plays an important role in our country's television industry development. Firstly, the Chinese traditional TV media always rely on a single profit model "advertising", which largely restricted the broadcasting industry sustainable development. Digital pay TV channel, which takes program subscriptions as the main earnings way, helps Chinese TV industry to seek new profit growth point and construct the equilibrium profit model. it is conducive to the development of TV industry in our country. Secondly, with the development of Chinese economy and society, the improvement of people's living standard, the refinement of social labor division, people's viewing needs not only improved greatly, but also diverse more. Even someone says, Chinese TV consumers display a "fragmentation" state. After user divided, as a kind of focus and even niche professional TV channel, digital pay TV channel can provide more professional, personalized, wonderful and abundant content and satisfy the TV audience demand better. Thirdly, because digital pay TV channel relies on content, the content value is highlighted. It makes TV practitioners pay more attention to content rather than advertising. It is helpful for China to enhance the overall quality of TV programs, to construct specialized TV channel, to improve our overall strength and competitiveness. Finally, from the point of Chinese digital television industry development, digital pay TV channel as one of the main value-added services of cable digital TV industry, is very important for the development of cable digital TV industry's in the future. Furthermore, digital pay TV as a new content industry and high-end industry, is also beneficial to upgrade the development of cultural industry and to realize the leaping development.This paper mainly bases on the following theory. Competitive advantage is the key to success of enterprise or industry in fierce market competition. Which production and operation activity does Competitive advantage come from? The answer is value chain, namely:the enterprise's competitive advantage comes from the behavior chain formed by a series of production and operation activities, not a certain specific activity. Value chain theory is that an industry advantage comes from the advantage of certain segments. If you hold the key links, you take the whole value chain. These key links is industrial "strategic link". Strategic link determines the success and benefit of the business. This paper's layout mainly base on the following ideas:introduction puts forward the problem of the development of digital pay channel and introduces the related theory of industry value chain. The first chapter explains related concepts of digital pay TV channel and introduces the two background of digital pay channel. The second chapter presents development of pay channel in our country and western developed countries, analyzes the current digital pay channel industry value chain, and puts forward that content construction and content sale are the key links of Chinese digital pay TV industry value chain, then draws out following two chapters of analysis. Before analysis, policies as soft environment are introduced and some Suggestions are put forward. Also users are studied and characteristics are analyzed, then the idea of "user as the center" is put forward whatever in content production or marketing. The third chapter analyses content production, one of the key links of Chinese digital pay channel industry value chain. The fourth chapter analyses the other strategic link-marketing links, and discusses other profit mode besides subscriptions. Epilogue part generalizes the subtotal, expounds the main conclusion and further research problems.This paper is divided into four chapters, besides introduction and epilogue. Summary of each part is following:In introduction, with the development of science and technology, new media represented by the Internet constantly emerge and grow stronger and bring growing threat to traditional media television, etc. Facing the new media's competition, our television began the digital conversion. Based on digital TV platform, digital pay channel arises at the historic moment. But its development is not easy, and then puts forward the main problems studied in this paper. This study has certain theoretical meaning. It is an important part and beneficial supplement to the mass media theory, television theory and economic theory. Meanwhile, in practice of Chinese digital pay channel, it also has certain practical significance. Furthermore, previous studies of both at home and abroad, industry value chain theory, research ideas and methods are summarized and analyzed.Chapter 1 "Related Concepts and Background of Chinese Digital Pay TV Channel". First of all, digital pay TV and its relevant concepts are defined. Successively, it elaborates the concept, characteristics, classification, standards, development significance of digital television; the concept, development course, business types of cable digital TV, concept, the characteristic, the development significance of digital pay TV channel, the difference between of pay TV and free TV, between digital pay channel and traditional free channel. Secondly, this paper introduces technical background of Chinese digital pay channel, namely Chinese Catv digitization process. It introduces digital TV development course in the world's major countries and regions as well as China, the realistic basis of taking cable television as Chinese broadcasting and TV digitalization as breach and breakthrough. Then it discusses the significance of Catv digitization, strategy, early exploration, development process, three extending mode and evaluation. Then it puts forward the whole conversion is Catv digitization way, which should be push forward according to local conditions. Finally, this paper introduces industry background of Chinese digital pay channel, namely Chinese TV channel specialization course. It includes: channel specialization is trend of TV media; Our TV channel specialization development initial probe; Digital pay TV channel is advanced stage of channel specialization. China's TV professional channel types are classified. The content of TV profit-making mode reform includes:Chinese traditional TV industry profit pattern; shortcomings of advertising business model, profit model transformation brought out by digital pay TV.Chapter 2 "Digital Pay TV Channel's Generation and Development". Firstly, pay TV history and current situation of western developed countries mainly the United States, Britain and Japan three countries is introduced. Secondly, the development situation (including rise, present situation, competing environment) and problems (including digital TV user quantity, content bottlenecks, marketing weak, audience traditional viewing habits) of Chinese digital pay channels are introduced. Thirdly, it analyzes the composition and various links of industry value chain and, and puts forward the specific links are content construction and content sale. We must focus on the construction of the two "strategic links" to establish the whole industry competitive advantage. Next, it analyses policies as soft environment introduction. Government in China digital pay TV industry value chain plays the role of supervision and management, leading the direction of digital pay channel development. At present, the state administration of radio, and other related administration departments regulate mainly by policy. Although they have introduced some new policies, there are still some disadvantages and blank. Therefore, we should further perfect government regulation, pay attention to the construction of legal framework, and issue more loose and foster policy in advertising, content, capital access, reducing costs, transmission channels to create more advantageous development environment. Finally, TV users are analyzed. When users buy the channel thought providing program content based on the needs of user, marketing and service, the value of digital pay channel can be realized. It puts forward the idea of the change from the "audience" to "user", the change of user becoming the value's starting point, and establishing the core concept of "user as the center". And by the analysis of potential users, the author found the basic characteristics of pay TV users.Chapter 3 "Chinese digital pay TV channel's content construction——CHC home theater channel for example". The contents production link is one of the "strategic link" in Chinese digital pay channel industry value chain. Firstly, it analyzes reasons of pay channel encountering content bottleneck, including system constraint, insufficient input, policy limitation. Taking subscriptions as main earnings, digital pay channel reveals the content of value. Content truly becomes products which can earn profit. It puts forward content has special meaning and value, content becomes the core of success. Secondly, producer must produce content Vigorously. In content construction, to create splendid professional content, we must have accurate market positioning, make good use of the original program resource, create the sole and original core content, advance TV system reform, promote program market prosperity, use various effective ways for financing. Again, as the market into "brand era", brand shaping and spreading of digital pay channel is also essential. At market growth stage, at the same time of creating content advantage, we must pay attention to cultivate fine, unique and strong brand. And establishing the brand consciousness, building brand, extending and spreading of brand s are discussed in this paper. Finally, with "CHC " as an example, from aspects of channel positioning, programming, original shows, program resources, brand strategy, comprehensive analysis is conducted in content production and brand building.Chapter 4 "Marketing Strategy of Chinese Digital Pay TV Channel". Marketing link is the other "strategic link". Firstly, basic theory of marketing is introduced. At present, digital pay TV channel is one of the value-added businesses provided by digital cable TV network, cable TV network company is operator and marketing subject. We must strengthen the marketing concept, establish the marketing team, set up the service consciousness and improve service level. Secondly, they should set up 4ps strategy which put user as the center. In the product portfolio strategy, they should have different sales forms including single channel, program package, preferential package and so on to meet user's different buying demand. In price strategy, it analyzes cost, competition and needs three aspects and low price is proposed. In channel strategy, they need to not only emphasize on existing self-owned hall sales but also make full use of social resources to expand channel. In promotion strategy, they need to build all-round, three-dimensional publicity, make full use various promotion means such as free, price discount, gifts, holding activities. Finally, as digital content provide service, in the era of channel increasingly surplus, content shorting more and more, it will possess extremely broad space for development. Digital pay channels need to broaden their eyesight. And besides subscriptions, digital pay channel can also actively explore other profit mode, including advertising, industry management, various channels transmission and etc. In addition, "payment" deserves the further discussion. Some free channels can change into paying operation.Epilogue part generalizes the subtotal. This paper puts forward the main conclusion:1. Digital pay channel is a focus, niche professional TV channel. Also it is a kind of digital content providing service.2. The government should relax the regulation to digital pay channel, and published supported policy actively. 3. Adhere to the "content is king", strengthen the construction of digital pay channel content.4. With "user as the center", establishing the 4C combining with the 4P digital pay channel marketing strategy.5. Actively exploring new e profit pattern besides subscriptions.Major innovations of this paper are:1. It is the first time for a doctoral thesis to take the new emerging digital pay TV channel as the main research object. This paper argues that digital pay TV channel is a kind of digital content providing service, which belongs to the high-end digital content industry. And in the time of channel surplus, content of shortage, it must have an extremely wide development space.2. For the first time, from the view of value chain industry, this paper studies and analyzes content production and marketing, the two "strategic link" of digital pay channel industry value chain and proposed certain innovative development Suggestions to the Chinese digital pay TV industry.3. For the first time, this paper takes CHC family cinema channel as an example to make a relatively comprehensive interpretation on content production and brand building. |
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