Analysis On Zhejiang Satellite TV Operation Mode Based On The Theory Of The Creating Shared Value

n recent years, the media industry has been experiencing the pain of transformation,market tussle changed from wanton “territory balkanization” to slow penetration,business content changed from a single manageent point to chain expansion. Now themedia industry stood in the connected point of structural adjustment and the value chainbuilding. In the process, new media bring the explotion in media industry,the first yearof media convergence appeared. In the new media ecological environment, the reformbandwagon of radio and television industry is persistent. As a core plate, the provincialsatellite TV faces the dual challenge of radio and television as well as the social power.Constantly pursuing new and change become its important task.This paper suggest to create shared-value during the reform of radio and televisionindustry, and build the value chain model of radio and television industry creatively asthe channel.Focusing on the value chain extension of radio and television, combinedthe Shared-value theory with radio and television operation practice, build "enterprise+platform+industry factor"3d operation mode.The new value chain model of radioand television industry can be used to deconstruct any value activities.This paper selectscase of zhejiang satellite TV as a focal point, analyze zhejiang TV’s basic activities andauxiliary activities.Through the creative planning, content production, product tradedistribution, brand creation, innovation, large-scale activities planning, human resourcemanagement, advertising, financial revenues and expenditures of China blue, analyzethe Shared-value created in zhejiang satellite TV value chain, and how to realize thecommensalism of every junction point in the whole value chain by creatingShared-value in the TV operation process. Finally, make recommendations toprogrammes, the structure of the organization management, human resourcesmanagement on the zhejiang TV value chain, and make horizontal, vertical and mixedextension of its value chain to achieve its "utility" maximization for itself and relatedinterest subjects.