本文以战略管理理论为基础,首先对作为区域性电视媒体的GX电视台进行了品牌
竞争力、节目竞争力和产业经营竞争力等内部条件分析,充分认识GX电视台产业经营
的自身实力,同时运用宏观环境分析法和波特“五力”竞争结构模型分析了 GX电视台
外部环境,全面明晰目前GX电视台在电视产业中所处的地位与角色,然后在拟定GX电
视台“全国一流‘经营电视’媒体、广西文化产业发展标兵”的产业经营使命基础上,
运用SWOT矩阵和波士顿矩阵制定了 GX电视台“同心多元”、“两翼齐飞”的产业经营总
体战略和5年收入增长两倍、超过20亿元的产业经营战略目标,同时指出今后GX电视
台要以差异化战略为主导的“蓝海”竞争战略,开拓电视广告、电视购物、新媒体、大
型活动和电视剧等五大目标市场,最后还提出了 GX电视台在产业经营战略实施过程中所
应采取的组织结构调整匹配、战略资源配置和主要业务战略实施等主要措施。
本文强调实行战略管理是优秀企业和媒体成功的最根本因素,努力探索在文化产业
发展大背景下,以GX电视台为代表的区域性电视媒体产业经营发展之路,为其他区域
性电视媒体的产业经营发展和广西文化产业的发展,提供一定的借鉴意义。
关键词:电视台;产业经营;战略管理
ABSTRACT
There is an old Chinese saying that the people do not consider about the whole history,will
not succeed in the moment; the people do not concern about all situations, will not dominate a
situation. However, most of domestic regional TV medium are lack of overall strategy
management, especially in strategy management of media industry. Therefore, it is crucial to
makes a research on regional TV medium and develop related topical profound theoretical &
practical study on television media industiy management.
This thesis base on strategic management theory,firstly makes an internal condition research
to GXTV ,being as a regional TV media,on its brand competence, program competence and
industrial competence. It recognizes industry management strength, macro circumstances and
also uses Potter five forces model of competition to research on outside circumstances, and
completely recognize current status & role of GXTV in overall television industry. Then
based on mission & strategic target of National Top Business TV Media and GX Cultural
Industrial Developing Pacesetters, it uses the SWOT matrix and the Boston matrix to
formulate Multiple Concentric Strategy and “on the Wings Strategy to achieve business
target of income increased two times & more than 2 billion RMB in 5 years, and put forward
the “Blue Ocean Strategy to develop TV advertising, TV shopping, new media, activity and
TV drama for targeting markets. At last, it puts forward organizational structure match and
strategic resources allocation and implementation of main business strategy implementation
of GXTV.
This thesis emphasizes the strategy management is the core factor for all leading enterprises
and medium to achieve success, seeks for an industrial business development way for typical
regional television media industrial business of GXTV. It will provide certain contribution on
industrial business and cultural development research for other region televisions.
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