Environment And Resource:the Study On The Strategic Positioning Of Provincial SAT-TVs

Confronting fierce competition, Provincial SAT-TVs in china need to identify their accurate locations urgently in order to survive and develop. Therefore, the fact is, the competition among Provincial SAT-TVs is still homogeneity in high degree after undergoing several revisions. The vast majority of Provincial SAT-TVs are still bogged down in the Red Sea. What is the problem with these Provincial SAT-TAs location strategies? How should Provincial SAT-TVs identify their location? This paper focuses on these issues.Research on relevant previous studies, this paper chooses location theory and resource theory as the framework; study how Provincial SAT-TVs should identify their location form environment, strategy and core competency respect by adopting literature research and case study. Based on analysis of existing statistical data, the paper analyzes deeply how Provincial SAT-TVs identify their location in the environment of China’s TV industry. Regarding porter’s strategy location theory (competitive advantage, competition scope) as analytical framework, after analyzing the situation of location, audience, program production and channel covering of31Provincial SAT-TVs, the paper category the current location situation of Provincial SAT-TVs, presents the structural characteristics of Provincial SAT-TVs strategic location in order to dig out how do these factors impact on strategic selection of Provincial SAT-TVs. Besides, the thesis research on how strong Provincial SAT-TVs accumulate and cultivate their own core competencies and try to find the inner logic of successful strategic location of Provincial SAT-TVs.These are my conclusions. First of all, the uncertainty of macro policies, tight microscopic control policy environment, and oligopoly IV industrial environment determine that content-based differences in strategy is the only way to success in competition. The second is the limitation brought by the external environment. There is no cost leadership strategy in china. China Provincial SAT-TVs reflect its particularity in the process of differential advantage, and most of Provincial SAT-TVs have adopted theme-concept-driven differentiation strategy while very few of Provincial SAT-TVs choose focused strategy. Meanwhile, a lot of Provincial SAT-TVs are still strategy-blinded. A vast majority of Provincial SAT-TVs chase the same kind of competitive advantage by the same means, and lots of strategy-blinded Provincial SAT-TVs are busy in copying others, which have increased the competition and weakened the differential advantage. In this circumstance, to identify accurate location, the weaker Provincial SAT-TVs should select competition scope effectively, but not expand to the national market without monopoly power of region or program resources. Finally, to jump out of homogeneous competition, the construction of core competency must be based on the original content. In order to identify their accurate location, Provincial SAT-TVs must call upon the value and scarcity of resources and capabilities that they have accumulated and nurtured, that is, creating more diverse original contents and programs or being content-dominant in a certain market segment.