基层电视媒体核心竞争力研究——以陕西杨凌及周边电视媒体为例

Core Competence of Local TV Stations——Take Yangling and Surrounding TV Stations as Example

基层电视媒体核心竞争力主要有三个理论根据:核心竞争力理论、"知识鸿沟"理论、规模经济理论。目前存在受众率低、广告收入低、人力资源结构与层次失衡等问题。从竞争范围分析,基层电视媒体竞争主要是局部的竞争;从竞争市场分析,基层电视媒体几乎无市场可言;从竞争产品分析,基层电视媒体主要是模仿;从电视媒体的发展趋势看,有特色的基层电视媒体也有较大的发展空间。研究认为"一般基层电视媒体"核心竞争力必须走集团化发展之路;"特色基层电视媒体"要通过强化品牌定位、市场定位、受众定位,加强品牌与受众的关系,并强化提高核心竞争力的措施研究。

Core competence of local TV stations is based on three theories： core competence theory, knowledge gap theory and economies of scale theory. Analysis of the status shows that there are some problems for local TV stations： the audience rate is low, the human resources structure and hierarchy fail to reach equilibrium, and advertising revenue is far from enough. From the perspective of the range of competition, the competition that confronts local TV stations is a partial one. From the perspective of competitive market, there is no market for local TV stations. In terms of competing product, local TV stations mainly mimic others. In the respect of the development tendency, the stations that have their own distinguishing features have larger development space. Researches suggest that the core competence of general local TV media lies in group-oriented development. Local TV media which have their own characteristics should create conditions to improve their core competence： enhancing brand, market and audience positioning, reinforcing the relations between brands and audience. The essay also puts forward measures to improve core competence.