The Study On The Operation Of The Programs Of Digital Subscription TV Channels

The Digital Subscription channels have developed very rapidly in recent years:the quantities have increased unceasingly,the Users have grew unceasinglyl;But at the same time,the paymeat channels also faces many difficulties:Lacks the high grade program content,has not formed the effective profit pattern,does not have the superiority in the digital television industry.In order to enhance the Digital Subscription channel' s competitiveness in the digital pay-television industry and programming market,it is necessary to find its core competitiveness.According to the Competitive Advantage model,Porter discusses the structural analysis of industries(with the five forces),the three generic competitive strategies(overall Cost Leadership,Focus,and Differentiation),offering an excellent framework for competitor analysis,competitive moves, strategy toward buyers and suppliers,structural analysis within industries(strategic groups,strategic mapping, mobility barriers),and industry evolution(life cycle, evolutionary processes).Lacking of the core Value chain,The Digital Subscription channels resources can not show up in the dominant,but also unable to resources on the client to obtain an additional income.Under such circumstances,The Digital Subscription channels want to form their own core competencies,access to greater development,it is necessary to attach importance to the operation of its programs.The first chapter of the Paper analysis the present situation of Digital Subscription channels' program operation. In the recent years,the Digital Television development was rapid,the payment channel were also getting more and more; Meanwhile,the domestic television program market is also changing;But,the payment channel's development still received a series of factors the restriction.The second chapter embarks from the Porter' s theory, discuss,the status of Digital Subscription channels in the television program market and in the Digital Television industry.Come to the conclusion:Digital Subscription channels were in a more disadvantageous position,necessary to build up their owncore competitiveness.The third chapter of emphasis,Digital Subscription channels program operation should pay great attention the brand strategy,the brand superiority which the use public television platform provides constructs own brand positively,must pay great attention to have the program resources to carry on the brand discrimination;Must pay great attention the industrial chain link making superiority brand.The fourth chapter of emphasis,the program operation of Digital Subscription channel should take the marketing strategy,carries on the variation marketing,the database marketing.The fifth chapter of emphasis,the program operation of Digital Subscription channels should,take the conformity strategy,stimulates the industrial resources,the introduction benign property,constructs,the new profit pattern.