Research On Vehicular Mobile TV Competitive Strategy Of Jinan TV

China has been sticking to the policy of "four-level" government-run radio and TV broadcasting, which refers to the central level, provincial level, city- level and county level. The income of traditional TV industry comes largely from advertising, but presently, city-level radio and TV broadcasting, especially that of provincial capitals, is suffering a slight but steady decrease in advertising incomes due to policies, its economic power, the talent of the staff as well as the advertisers' changing strategies. This thesis starts with the new business of television stations, in-vehicle mobile TV and makes an in-depth analysis of the competitors as well as our own resources with typical cases of some TV stations which run in-vehicle mobile TV service well, aiming to make a way for the survival and development of in-vehicle mobile TV service of capital cities' TV stations.This thesis gives a thorough survey of the in-vehicle mobile TV market in China with the method of case study, quantitative and qualitative analysis. It describes in detail the macro environment, current situation and competitive structure of the industry and the main competitors. It designs a competitive strategy for Jinan TV to develop in-vehicle mobile TV service with tools for analyzing and establishing strategies such as the Five Force Model and SWOT, suggesting some protecting measures in line with the competitive strategy in the following four aspects: organizational structure reform; management and nurturing of human resources; establishing market-oriented organizational culture; and enhancing financing capacity. This thesis may be of some help for city TV stations, especially for capital city TV stations in designing and implementing strategies for in-vehicle mobile TV service.Based on a thorough analysis, this thesis comes to the following conclusion. (1) The macro environment is favorable to the development of in-vehicle mobile TV service. (2)The new industry is undeveloped in Jinan and its competitive structure is unstable. At present, the market is growing slowly due to high initial investment costs and substitute-making companies' suppressing by lowering advertising price or cutting program costs. "Enclosure Movement" is the basic theme of present service development. (3) Only when Jinan TV makes the best of local political, cultural and economic resources, takes advantage of government's related favorable policies, carries on focused differentiation strategy, and solidifies its advantages in the competition, can it changes the sluggish market and gains a steady development.