The Analysis Of Competition Advantage For SZTV

With the dramatic development of Television Industry and Television medium in China, the competition among TV stations has been sharply intensified. The circumstance of competition indicates that the running pattern featured in emphasis of politics and the neglect of marketing and management has out of function. To challenge the reform and conformity of marketing, the strategic management and planning are expected to be in exploration to promote the quality of programs, further to benefit economically in the field of TV Medium.At present, the research on TV strategic management has been in the state of fundamental development. Based on integrated fundamental theory of TV competition advantages and strategies, the essay will focus on introducing the theory of competitive advantage and strategy into television field, taking Shenzhen TV Station as a sample, to discuss the essential question of the concept and features of the television competitive advantage theory, and analyze the new thought and operation model of television media strategy management at present in terms of self-placement, rival choosing, offense strategy and output management.Choosing the appropriate competitive opponent is the important part of Competitive Advantage Theory. In the particular area, as long as choose the appropriate rival and the right strategy of defense and offense, one would remain invincible in the media competition and then exert the advantage and win in the competition. Output managing is for exporting immaterial asset, including reputation, management, operation ability and contemplative faculties. As the marketing quota of television media in China is possessed by a few powerful media group, it is useful for television media to attempt the Blue Ocean Strategy from output management to make the weak media acquire excess profit, realize mutual benefit, and then change the marketing pattern, in which the horizontal strategy in very important.