The Value Chain And Resource Integration Of The TV Industry

Since 2006, the Chinese media have been facing an more and more open media situation. The entrance of foreign media groups and advertising companies into the China market is a symble of challenge, therefore, a fight back for further development by the Chinese media industry is inevitable.Television, as one of the traditional media and the most popular media, still plays a most important role in the media industry. It is widely acknowledged that the television advertisement is and will still be of great importance to the television industry, therefore, how to manage television industry, especially the advertising marketing better, is urgent for the whole media industry at the moment.This thesis uses the value chain analysis theories of professor Michale E.Porter from Harvard business of institute, to analyze the specific value chain of television media industry. By doing this, the author tries to help set up a useful value chain pattern of the industry, which is based on the information of TV contents, the prominent position of television advertisement management, and the unneglectable function of the the future research, in order to conduct strategy to make a quest research on TV, and boost the development of the whole industry.The fundamental value chain of the television industry is "the creativity of the program—the production of program—the packaging of the program—the communication of the program and advertisemen—the marketing and service of the program and advertisement—the feedback from the audience".The reason why the value chain of television industry starts from the creativity of the program, is decided by the economic attribute of industry. The assisted value chain of television industry is "the basic infrastructure—the human resource management—the technique research development—the purchase and supply" .The value chain of the advertisement management of the television industry is" the exaltatation of the television advertisement communication effect—theenhanced service for the advertiser—the cultivation of the audience's aesthetic ability—the innovation of the television advertisement management strategy—thedevelopment of the digital television advertisement" .The television can enjoy a continuing and healthy development, only when the television can integrate all the media resources. When applying this resource integration strategy, it helps the television industry reduce the waste of the media resources, develop useful counterplans to deal with the coming era of new media, etc.This thesis absorbs many experts' ideas, and tries hard to integrate the knowledge of management into the communication field, thus to make certain practical analysis research.