Research On The Strategic Positioning And Marketized Running Of Television Network

The report “Network audio-visual industry” published by “2014 China network audio-visual industry forum” shows that despite Chinese people have access internet for twenty years, competitive relationship between traditional media and private business platform of online video is still in vague, zero-game situation. Meanwhile, the official document “The guideline of fueling convergence between traditional media and new media” issued by central government, and founding of “Office of the Central Leading Group for Cyberspace Affairs”, indicated that the deportment of new media of traditional broadcasting industry is moving from periphery to core, related affairs also aiming to solving the problem of existing network institutions which are multi-regulation, and forming the better framework from macro perspective.In addition, online TV which is the typical example of transformation from traditional broadcasting towards new media plays more important role; promoted by “Broadband Chinese” and “tri-networks integration”, online TV begins to play the dominant role in market sharing in especially recent two years, with help of the policy which can allow it to make money by licensing and multi-way marketing. However, online TV itself faces the challenges that its functioning of business can hardly meet the need of market, the cost rising too high to maintain business because of declining of revenues, and competitive advantage disappearing.Based on the models of “Porter’s Five Forces”, this thesis will focus on strategic positioning and privileges of marketization, which analyzes how online TV taking its dominant position, avoiding unfavorable outcome, and improving business running. This paper is separated into five parts: Firstly, we will introduce the meaning of online TV, analyzing its motivation, and descripting the existing situation from both national and international sides. Secondly, we will conceptualize the term “online TV”, generalizing the characteristics of process of changing from traditional media to new media, and clarifying some concepts. Thirdly, this paper will illuminate what the business of online TV is and, through the perspectives of “Porter’s Five Forces”, its competitiveness in online video industry. In the fourth place, we will suggest some advices which are based on preceding analysis. In conclusion part, we realize that many deficiencies do exist in this paper, but, according to our synthesis, we try to give readers someprospects.With the number of internet users having rising every year, to some extent upstream and downstream of the online video industries have changed and get some benefit. According to the top level of national decision-making related to strategic planning, the competitive relationship between traditional media and new media will fuel the former to expand its online video business. In responding to public policy and business trend, this paper focus on online TV that how the TV can realize its advantages, avoid its business risk, and improve its deficiencies, which can be significance because we will conclude some guidelines and help traditional media to adapt to the new market.