Yunnan TV Airport Channel Business Strategy Research

In an open and inclusive market environment, intensified competition between the media is becoming fiercer. Due to the booming development and diversity of new medium, development of radio and television media is slowing down. The ad dominant strategy is losing its power. The2000plus broadcasting institutes nationwide is now undergoing a hard time. Currently, due to the limits in capital, human resources, policies and advertisers, the increase of revenue of provincial broadcasters in Yunnan is getting smaller. Taking the Airport Channel of Yunnan TV as object, this article studied successful cases from counterparts nationwide. Based on in-depth analysis on resources and competitors, this article came up with a reasonable and sustainable competition strategy to develop new market and explore the appropriate path for the Airport Channel of Yunnan TV.This article adopted both quantitative and qualitative approach in the analysis of the Airport case. After the discussion of new business, industry competition, macro environment and business rivals, this article proposed operation strategy with the help of Porter’s Five Forces Model.This article also proposed supporting measures on human resources management, organization structure refactor, and market-oriented organization culture. Results from this article will act as a reference for the planning and implementation of operation strategy.This article came up with results from three aspects:(1) the macro environment is in favor of business development of the Airport Channel of Yunnan TV.(2) Business development of the Airport Channel is incomplete, balance among forces stays uncertain. The market grows slowly while the initial investment stays high. Competitors use low price strategy to fight for market shares, which damages the market profitability.(3) In order to reverse the tide, Airport Channel must make full use of the political, cultural and economical resources of Kunming, implement a value-innovation oriented differentiation focus strategy with the help from the government policies, and reinforce its own competitive edge.