The Analysis On Value Chain Of TV Media Enterprise

In the 21st century, humanity has entered the information age, the media industry as one of the fastest growing industries in the information industry, known as the 21st century sunrise industry. TV media occupies a pivotal position in numerous media, with the highest audience ratio, has become the most potential growth point in the development of socio-economic.With the successful implementation of the share reform in 2006, the media industry market is gradually opening up, the TV media in China face more open media landscape. Faced with the challenges of intervention by foreign TV media companies and advertising companies, competition is bound to become more intense.How to learn from international experience and better operating TV media enterprises, integrate the television media industry value chain to enhance the core competitiveness of enterprises of the television media, seek survival and development of the TV media enterprise countermeasures, has become the most pressing task of the moment.This paper made the listed companies of Media industry as the research object, based on Michael Porter’s classic value chain, comprehensive use of the virtual value chain, value network theory to sort out the value chain of TV media enterprises. First of all, on the basis of the value chain research theory at home and abroad, defined the meaning and features of the value chain of media enterprise,analysised the impact of factors and the existing problems in the building of value chain in China’s media enterprise. Second, for the problems in the building value chain of media enterprise, mining the Value-added link in the value chain of media enterprise, proposed the value chain optimization countermeasures of Internal value chain, vertical value chain extension, lateral expansion of the value chain, the virtual value chain and value network construction and other other related value chain optimization.Finally, this paper used the listed companies--"CTV Media"as a case, in considering the macro external environment and micro-conditions of the enterprise, From the perspective of the value chain, combined with corporate financial data, Through Profit Pools Analysis method, Analysised the necessity and feasibility of the value chain optimization of CTV Media, proposed the restructuring and optimization suggestions, in order to provide useful decision-making reference for the operation and management of the enterprise.