The Structure And Development Study Of TV Industry Value Chain

Chapter One begins with the question how a company should locate its core competitive edge in the market with fierce competition. The flow of the value generated from each link of the industrial chain has two features:cost-minimal and procedure-diversified. Cost-minimal - you will gainthe competitive edge when your cost is lower than your competitive;process-diversified - competitive edge is obtained when your rivalcan' t simulate your optimized procedure which is complicated inside.After we identify the two features of the competition of the value chain, we start to think about how we can make use of this kind of competition into the value chain of the TV industry.Followed with the detailed introduction to the structures and characteristics of all the links of the TV industry value chain, how the value of each link is exchanged, how the value is added, and the analysis of the shift of the value, the flow of the value inside the industrial chain becomes clear to us.It is the aim of the TV Industry in China to make full use of the recourses and send out the greatest effectiveness through the cooperation and harmony development among the links on the value chain. That is to say, the operation of the TV Industry should be focused on the "structure" on the basis of the large-scale media groups instead of emphasizing on a few aspects in the past.What is System Zoology and how the competition on structure is conducted are the issues discussed in Chapter Two and Three. The competition should be systematic and optimized virtuous competition. The author further divides TV Industry into four categories according to their industry structures: leading industry, pillar industry, basic industry and precursor industry. It is our goal to realize virtuous cycle within the industry through harmony development.The value chain of TV Industry is optimized in the course of developinginto "structural competition" from large-scale competition. And the ultimate goal of conducting the structure competition is to achieve serialized, integrated, pluralistic and capitalized expansion.Chapter Four focuses on the development and the value chain of the digital TV Industry.TV digitalizing signals includes normal and abnormal digital communication. They differ in the value chain but will exist together for a long time. One of the most important characteristics in the development of digitalization is the use of the database. A management system based on the database will take place of the central or channel management systems. Value-added points in the value chain will be explored continuously along with the integration of the TV industry on the basis of the database.