Research of the Operating Strategy of Dragon TV

• Main Authors: You-Jia Wang, 王優嘉
• Other Authors: 翁崇雄
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31146894050217038043

碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 102 === Dragon TV not only faces the same dilemma of other provincial satellite TV, but also faces greater challenges and difficulties because of it’s internationalization location and developing goals. So in this media environment, the study of Dragon TV’s operation strategy has becoming a pressing task. This paper focus on the operational strategy of Dragon TV in order to summarize the management experience. Firstly, the thesis reviewed the development process of satellite TV in China, recognized the reason, context, function and the future trend of satellite TV, at the same time, researched the development process of Dragon TV. Then did a PEST analysis provincial satellite TV from four angles of politics, economy, society, technology. Further analized of competitive condition of the satellite television industry in China, combined with the successful cases to fine out the existing problems, then analyzed the competitive behavior of our provincial satellite TV taking advertising price war and content scramble for example. The provincial satellite TV has been developed strong brand effect in the country like Hunan TV, Jiangsu TV, Zhejiang TV and Anhui TV, with their unique business model, they can provide reference for the development of dragon tv. On the basis of the above analysis , the paper has conducted the research of the business strategy of Dragon TV, studied the content innovation strategy, marketing and advertising strategies from a different point of view. Finally, on the basis of the whole study put forward its own proposals, one is the future operation strategies, one is the suggestions for future academic research.