Brand Economic Analysis Of TV Media's Competition

The competition in the TV media markets has been growing more and more fierce. As far as the China domestic TV media markets are concerned, with the progress of reform and open-up steps and television industry reform, lofty burden and much tense have been imposed on China's TV media industry. On the one hand, domestic television channels keep ascending in number with overseas ones swarming into domestic market, as a result, China's TV media markets turn into the buyers' markets in terms of both channel and channels content products quantities. On the other hand, fresh innovative on-line media such as on-line videos begin to appear in the pubic media markets.It can be found that although the domestic TV media firms took the steps of media industry reforms nearly at the some time, either the development situation or the competitive capabilities reveal notable discrepancy, which reflected in three facets as follows: accepted publicity and reputation, televiewers' selective watching behavior(choice about television channel and channel content product ), television channel operators' operating status including quality of media capital, content manufacturing and overall channel managing efficiency.We try to find out the inner causes of the discrepancy as stated above. Within the macro competitive environment, all the television channels are faced to the uniform media regulative policy, the some property right requirements and also the similar television transformation technology and equipment. However, some channel bodies excel in the competition at faster development pace while some others lag behind them: for example, some of the province-level on-satellite channels were weaker in economic performance than the non-on-satellite general channels. It is manifested that institutional resource advantages are not strong enough to keep the television firms stand in front of the media competition markets. Television channel firms need to acquire a kind of core competitive superiority, which ensures the televiewers's durative, instant choosing watching in a long period in order to sell the attention to advertisers and investors in pursuit of revenues. This dissertation proposes that, it is brand that can provide such kind of competitive capability, and television channel operators should build brand channels targeting at televiewers' watching demand by integrating all the channel resources, which is the key point of working out the problems of channels' insufficient competitive capability.In September of 2006, China's Culture Development Compendium in Eleventh Five-Year Period pointed out that "change the economic growth mode, push the economic of scale and intensive operation; expedite the development way transformation from extensive growth way dependent merely upon quantity and scale to intensive way on quality improvement and profits; strengthen the core competitive capability". It embodies the great emphasis imposed by out central government. Study of the channel firms' brand strategy will attach important practical implications to lift the TV media's competitive capability and to achieve their sustainable development. Besides, the relevant analysis indicates profound strategic implications to achieve the harmonious society with collective development of material, spiritual and political civilization.Since the overall TV media industry's reform and operating improvement are progressing around the reform and operating improvement of television channels, and television channels are the core platform of international and domestic media competition markets as well as the basis of television operating, human resources, capital and integration of equipment and technology. Therefore, this dissertation chooses the television channel as the study target to study the competitive capability and brand strategy of TV media industry.The main purpose or the problem to be resolved of the dissertation involves two. The first one is brand's effect mechanism on television channel firms' competition capability, namely, how television channel brand imposes influence on the televiewers' selective watching demand and further, on the channels' operating revenue. The second one is how to build television channel brand, namely, as a competitive operating body, what measure television channels should take to obtain sustainable revenue.The effect mechanism between brand and television channels' competitive situation are given a thorough analysis through demand curve and economic model. The conclusions are: brand can significantly decrease the choice cost of televiewers, which urge them to choose to watch this channel's content products successively in a long period to raise the audience rating. It is a systematic job to build channel brand and create brand credit to raise the audience rating and achieve the sustainable revenue. TV media's sustainable development can be achieved by the drawing force of brand to the interaction among each body of the media industry chain.Theoretical analysis and practical case study are combined to do research work on TV media's operating status, which is one of the innovative points of this dissertation. Moreover, based on the economics principle of practical usage, it also gives some feasible and exercisable strategy suggestions concerning channel brand building, which shows great practical implications as well as theoretical importance. That is another innovative point of this dissertation.