Strategic Analysis and Planning over Television Industry in China: China Yellow River Television Case Study

• Main Authors: Tzung-Han Hsieh, 謝宗翰
• Other Authors: 游張松
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/06526281500274423640

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 96 === A business operation varies in different domestic domain. To the nearby market- China, regarding to the similar culture and language, the fundaments of business is significantly different in Taiwan. As the economic boosts of mainland China, everyone is eagerly to get into China market, especially the media-industry, which is praised to be the “Next Cash Cow” of China. However, How to deal with the fundamental difference of business operation? It is a topic worthy to deeply study. The purpose of this thesis is focus in the Television Industry in China, proposing a complete strategic analysis with a real company- “China Yellow River Television” (CYRTV) to be a subject of case study and its future strategic development guideline. Here, the thesis begins with defining the business model of China TV industry, and conducting the macro-environment analysis. Then, by adopting “Porter’s Five Forces Model”, the thesis points out the industrial favorability. Based on the macro- and industrial- scope, identify the case company- CYRTV’s strengths and weaknesses through “Resource-based view”. Finally, combining internal and external forces with SWOT analysis, this thesis proposes strategies for the case company and its future roadmap. By analyzing the business model of TV industry in China, the thesis proposes the specification of the industry, and expressing the macro-environment status. Facing relatively strong regulation of government, the TV station in China has different industrial status-quo due to its level-of-operating. As to the case company- CYRTV, it is a central-level TV station that induces a much better resource status than most of other competitors. However, the existing channel penetration is low. How does CYRTV take its best advantage from resource-strength to cover resource-weakness, while extracting more profit in industrial-opportunity and avoid the threat of industry-force? This thesis states several strategic guidelines for CYRTV by using SWOT-matrix analysis. As a result, this thesis concludes that, CRYTV should leverage its status of central-level TV station and the unique positioning of official-out-country TV station, to penetrating the market while building quality of content, establishing the mind-relatedness to viewers. Meanwhile, leverage the close relationship with government, to approve the new-media’s license, constructing a platform business. This thesis conducts a complete strategic analysis over TV industry in China, with a real company – CYRTV as a case-study, discovering the status of TV industry in China, expecting to initiate industrial research of the media industry in China while providing a true reference for who interested to operating business in China.