【作者】 邬光照；

【导师】 邱沛篁；

【作者基本信息】 四川大学 ， 文艺学， 2006， 博士

【摘要】 本文所言地方电视台包括省级电视台和城市电视台。我国地方电视台的发展虽历经曲折，但不少经营上的创新却始自地方电视台(如广告经营、资本经营、集团化)。当前，从国家政策到电视传媒实践，电视的经营属性越来越受到重视，产业化集团化已是大势所趋。而目前地方台的情况可以说是喜忧参半，一方面是地方电视台(集团)普遍缺乏科学的经营观和正确的战略，小而弱与大而弱并存的格局尚未根本改观；另一方面是一些地方电视台经营理念、战略观念的确立，不少电视台在经营创新上的实践具有案例价值和借鉴意义。 本文从经营战略的角度切入研究地方电视台。“战略”概念源自特劳特、里斯和波特的理论。战略不是运营效益，而是取决于需要作出取舍的独特定位；战略不是目标，而是一致性的经营方向，战略整合企业所有的资源和运营活动，以促成战术的实现，也即战略实施成功；战略的制定是自下而上的，即将特殊的战术推延为普遍的执行，将短期执行推延为长期的实施，从而使战略模型得以实现。 特劳特、里斯的定位理论和战略思想与波特的竞争战略、价值链理论具有良好相融和互补关系，且均为普适的、广义的经营、营销宝典。更重要的是，他们的理论与本论文的研究视角非常契合。因此，本文主要以三位学者的定位理论和战略理论为指导，尤其是对其中的“定位”、“重新定位”、“战术”、“战略”、“三种基本战略”、“价值链”等关键概念及其相互关系的理解和运用，将案例和理论紧密结合，在“纵”的历史发展和“横”的比较研究中，从经营战略的视角对地方电视台进行了较为系统的研究。更多还原

【Abstract】 As Jack Trout says, in the tough world, using strategy is how you survive. For the solution of the common problems, such as the lack of business and strategy sense, existing in local TV stations, this essay focuses on researching into their business strategy.The concept of the "business" in this essay refers to not only the traditional advertising business, but also program and channel business. The concept of the "strategy" comes from the theories of Jack Trout, Al Ries and Michael E.Porter. The understanding of the strategy is based on that of the three concepts, i.e. positioning, tactic and integration. Positioning is how you differentiate yourself in the mind of your prospect. Strategy is a simple, focused value proposition. A successful strategy is based on finding a way to be different from your sea of competitors. Tactic is a concept or product with differentiation from competitors. Strategy coming from available tactic becomes a consonant operating direction and integrates all the resources to promote the realization of tactic.Why should local TV stations vitalize themselves by using strategy? First, the competitive pressure comes from the privilege of CCTV and the entry of the media outside of our mainland; second, the phenomenon of clone and imitation is so serious that the strategy of the local TV stations becomes indistinct; third, without efficient tactic, some current strategies cannot adapt to the market; fourth, though some TV更多还原