Research Of Tianze Media Corporation Under The TV Media Industry Value Governance Chain Mode

Value chain governance mode deeply affects the development of enterprises embedded in it. This paper on the value chain governance mode theory mechanism research and TV media industry value chain development present situation research based, takes Tianze Media Co., Ltd (a representative enterprise in Changsha TV media industry) as an example to study the mode of value chain governance in TV media industry, adopting combination of theory analysis with case studying and descriptive analysis with normative analysis. The purpose of the study is to apply the theory of value chain governance mode to the practical economic problems, and to provide a reference for guiding the development of reality TV media enterprises. At first, this paper sorting out the view of related literatures both in home and overseas based on mass reading and data searching. Then, the related theory and general analyzing paradigm of value-chain-governance mode are reviewed and discussed as the theoretical basis. On this basis, the development status of TV media industry is analyzed from the perspective of value chain. In the end, in the case of Tianze, the embedding value chain governance of TV media industry is deeply analyzed with full understanding of its development backgrounds.Several conclusions are obtained from our research:Firstly, in terms of the type of governance mode, the TV media industry value chain that Tianze insert is creative and production process, and it belongs to the constrained type with the characteristics of high complexity of transaction, high coding capacity of transactions and low supply capacity. Secondly, in terms of the role of value chain, Tianze is the governor of the value chain with its market structure effects on power distribution, profit distribution and transaction cost. Thirdly, in terms of governance mechanism, as governor, Tianze develops a standard to coordinate the other part of the value chain using two business models of program customization and cooperation network, so as to realize the value chain governance. In addition, based on the constrained model, Tianze achieves to be the expert of city video, getting access to competitive advantages from product differentiation and promoting its own development by reducing cost and improving quality. Through the study of Tianze media corporation under the TV media industry value governance chain mode, several suggestions are provided to the later television media enterprises as follows, accumulating innovative advantages, positioning reasonably to achieve a win-win value chain, and upgrading enterprise by extending the value chain.