Innovation Of Business Model For TV Media Corporation On The View Of Value Chain

TV Media Corporation has achieved rapid development in recent years in china, but with the adjustment of the policy, private capital and foreign capital comes to state-owned television market gradually, the monopoly status of the traditional television media in the operating has been lost. Television programs of Western countries have come to Chinese domestic market through two main channels---the international satellite and television market---and brought more fierce competition to domestic market of television media; Additionally, the production ways and communication models of television media have got tremendous changes, which is affected the he loyalty of traditional audience seriously; Information technology, the development of Internet brought new opportunities and challenge at the same time.Drucker believes that nowadays competition is not the competition of product but business model. For the television media market, the focus of competition has transmitted from the traditional aspects, such as the products, channels, to the business model. China's TV Media corporation shows lots of problems, its essential causes are TV Media corporation is lacked of understanding of value chain, failing to identify the value-added aspect of the value chain and business model is too single.Facing the challenge of the media group, the reason of breaking through the bottleneck of the single business model has become an inevitable reality. At the same time, though the scholars at home and abroad have studied and explored it from different perspectives and levels, they did not form a complete framework. So it is very meaningful that this dissertation will focus on the framework, dynamic mechanism, types, and Evolutional progress and Institution of TV Media corporation business model innovation. Specifically, this dissertation will put the emphasis on and the author's main contribution is as follows:Firstly, It has summarized the explanation regarding to Innovation of Business Model for TV Corporation from explanation on rent, core competence theory, Drucker's "create customer" and complex systems theory, Then these explanations were critiqued, and the "Value Chain" theory were introduced as the reasonable theory to study the Innovation of Business Model for TV Corporation, then it puts forward integration framework of corporation business model innovation.Secondly, Based on the theory of value chain management, in the view of the reality of China's TV Media corporation, coming up with the new classifications of TV Media corporation value chain:basic value chain, extending value chain, expanding value chain, virtual value chain and value network, and then built a model of the TV Media corporation value chain, to complete the innovation on theoretical studiesThirdly, it establishes dynamic model of TV Media corporation business model innovative, and thinks the main power of television business model innovation coming from the pulling power of market, driving force of the market, driving force of technology and driving force of the government.Fourthly, the models types of TV Media corporation can be divided into focused business model, extended business model, expanded business model, outsourcing business model and alliance business model, and then establish TV Media corporation business model innovation based on it.Fifthly, Taking twenty-one domestic TV Media corporations for samples on the demonstration research about the research of relationship between the types of TV Media corporation value chain and business model innovation. It has validated and supported the hypothesis.