Research On The Building Of Comptitive Advantages Of Provincial TV Stations Based On Value Chain Analysis

Since the reform and opening-up policy was adopted in China, the provincial TV stations also experienced the transition from a planned economy to market economy. TV media began making money from the market instead of depending on government grants. On the other hand, the provincial TV stations began facing increasingly fierce competition. Therefore, they have to build their own competitive advantages and create value for themselves. In the process of value creation, a value chain must be built as a tool to analyze competitive advantage. All the steps in TV program production, from making a preliminary sketch to presenting the program to TV viewers, not only affect the creation of value, but also link with one another. Therefore, the author of this paper chooses the value chain as a research tool and the value chain integration as a research focus, trying to achieve the ultimate result of finding the ways for the provincial TV stations to build their own competitive advantages. The theme of this paper is:research on the building of competitive advantages of provincial TV stations based on value chain analysis——taking Yunnan TV Station as an example. The author selects several aspects in the value chain such as cost control, technological innovation, new program development, brand establishment and promotion as well as the integration of these aspects as the objects of study, which are closely linked to the core competitiveness of TV stations, to research on how to integrate all the resources related to Yunnan TV station including external and internal resources, and how to take full advantage of these resources to build the competitive advantage of Yunnan Television.The research on the building of competitive advantages of provincial TV stations based on value chain analysis is not only necessary and urgent for Yunnan TV Station, but also of strategic importance for the development of other provincial TV stations. It is expected that the research results will provide a scientific basis for the TV industry to formulate a correct development strategy for a period in the future. The paper explored the inherent laws of the value chain of the provincial TV stations, established a complete paradigm and evaluation system for the competitive advantages of these stations and offers adequate theoretical basis and practical methods for the evaluation of the building of competitive advantage. It is hoped that the research results can be applied by the information department of the government and the decision-making body of the TV industry, and will promote the effective integration and rational allocation of the value chain of the TV industry in terms of system and mechanism. This paper is of important theoretical significance and application value to enhancing the competitiveness of the Chinese provincial TV stations and the development of the TV industry.