Research On Competitive Strategy Of Jiangsu Variety Channel

Due to the historical reasons and technical limits,terrestrial channels can only cover the areas where the optical cables are able to reach.Terrestrial channels,therefore,are burdened with many disadvantages relatively,when compared to channels of CCTV along with provincial satellite channels.Furthermore,with these kinds of internal and external factors influencing complexly,terrestrial channels have fallen behind in the capability level of program producing.During recent years,large-scale satellite channels,stringing resources and extending platform horizons with distributing superior programs,are sharply raising the qualities of producing,the revenue of advertisement,and the viscosity of audience.The new media,meanwhile,have risen to obtain another cut of the market,making terrestrial channels facing unprecedented pressure not only in the rating of audience,but also in the revenue of advertisement.Terrestrial channels must confront the situations risen above,in order to seek new ways to stimulate the potential.Jiangsu Variety Art Channel which mainly produces and broadcasts variety TV programs and shows,whose internal problem of lacking development has taken place,is a provincial terrestrial channel of Jiangsu Broadcasting Corporation.Facing the fierce change in the environment,Jiangsu Variety Art Channel needs to understand how to establish a certain position in the market urgently.The foundation of this thesis is based on the exasperating internal and external environment with the challenges from large-scale satellite channels and new media where stands the Variety Art Channel of Jiangsu Broadcasting Corporation.Using the theory of modern enterprise strategic management,we can analyze the opportunities and challenges in the external environment,hunt the advantages and potentials in the internal environment,combine theory with practice,and work out the strategy accurately and suitably for the future era.