Brand Developing Strategies On Teleplay By Anhui Provincial Satellite TV

Born in 1980's, China provincial satellite TVS, are generally considered as amost Sensitive,active and energetic group in Chinese TV market, thus thecompetition of which has attracted wide attention from different schools.In the coming age of mass-decentralized communication, more and moreprovincial satellite TVS has abandoned traditional news-centered approaches andadopted more characteristic developing strategies, more exactly, brand developingstrategies based on channels with special features. As a result of the reform, thereappear some new contradictions and problems: as more and more distinguisheddivision in provincial satellite TVS the broadening distances between strongersatellite TVS and weaker ones. However, homogenization still exists. It becomesreally hard to graft the advantage of the stronger media to the weaker media. What isthe fundamental reason for these problems? It is 1 hard to find out the solution to thosenew problems, if only static strategic under our consideration.The essay makes an attempt to borrow resource-based view from the Science ofManagement to examine the competition among provincial satellite TVS from thenew angel, It's proved that asymmetry of "resources" and different ability of applyingresources dynamically are the prime causes to unbalanced development amongdifferent provincial satellite TVS, thus, should be considered as the core by the"inferior" satellite TVS in achieving their own developing.Anhui provincial satellite, as one of the most representative and typical satelliteTV, is take as an example in this paper. The brand developing strategies on teleplayis distinct and analyzed from the resource-based view. in the whole industrialbackground, the foundational reason why the superiority of Anhui Provincial couldbe achieved through teleplay, a resource which can easily be copied is furtherdiscussed. meanwhile, the paper also puts entertainment resources of HunanProvincial satellite TV as analogy to find out the weakness of teleplay resources, thoseanalysis applied by Anhui will give some enlightening to other satellite TVS in theircharacteristic brand developing strategies. Various kinds of methods are used in this essay, such as document analysis, dataanalysis, and profoundly talk with expert etc. Integrating macro-examination andmicro-examination, cross-sectional research and longitudinal research, the authorhope this attempt will contribute to the study about the provincial satellite TVs.What's the "resource-base theory"? How Provincial satellite TVS and the studyabout them experienced changes? Why should this theory be more proper to answerthose new problems? This would be answered in Chapter One.In Chapter Two, this essay would borrow the resource-based view of firm,review how the Anhui satellite TV identity and preserving its relative superiority. Allthese analysis will be in the whole industrial background. In Chapter three, this essaywill analyze the relative inferior resource-based on teleplay by compare with Hunansatellite TV, and in the end of the essay, author will summary the theoretical andpractical significance...