The Study Of Chinese Television Competitive Strategic Alliance

Nowadays, the media is becoming increasingly diversified, and the market competition isfiercer. In this situation, the traditional television media try to find external support bybuilding alliance with other television media, in that way it can share sources and reduce thecost. Therefore, the alliance becomes one of the important strategies that media can form aresultant to face the marketing challenge. Since the alliances are the same media, there existsome certain competition relationship among the television alliance’s members; someproblems will not be avoided during the course of alliances’ competition and cooperation.According to the development situation of our country’s television alliance, combiningthe “copetition” theory and enterprise strategic alliance theory tool as the theoretical basis,the problem can be discovered. In the process of our country television alliance’sestablishment and operation, the main problems focus on that profit can not be shared equallyamong the alliance members, conflict would be occurred between regional media and alliance,duplicate TV programs, television’s marked character reducing, members’ impropercompetition and so on.Considering the special media industrial environment, there are several reasons lead tothe television alliance problem which including the indefinite alliance concept, alliancemembers’ speculation behavior, unequal standing among the partners, the difference of themedia organization and policy environment’s influence.In accordance with the special character and problems of television competition alliance,the suggestions can be discussed as follow aspects, make the correct alliance aim, choosecooperation partner according to certain standards, improve the alliance operation system anddefense mechanism, add more objective elements in the distribution of profit, and blend theculture difference of region and organization. These suggestions try to reduce the obstructionof media alliance operation, promote the alliance’s success and scale value, and furthermoreexpand the media alliance’s further development.