TVBA的市场分析--加拿大Assignment代写范文

加拿大Assignment代写范文:“TVBA的市场分析”，这篇论文主要描述的是在电视广播资源有限的香港，TVB已经逐渐发展成为了香港第一商业电视，为数百万的观众提供着电视广播，并且制造着大量优秀节目资源，香港市场的稳固让TVB开始开拓起了海外市场，并在澳大利亚成为了自己的分公司，为当地的华人社区提供优秀的电视节目。、

1. Introduction

Television broadcasts limited, short of TVB, is considered as the first wireless commercial television in Hong Kong. It has provided more than 17,000 hours of program to 2.29 million homes in Hong Kong through Jade channel towards Chinese audience and pearl Channel in English. Until now, it has been awarded as the biggest producer of Chinese programs. In order to deliver more excellent programs for Chinese communities around the world, TVB has decided to set up Australian branch and in July 2000, Jade world channel was founded and transmit the program to the Chinese audience through satellite platform. The programs and activities of TVBA are specifically designed to be ethnic Chinese community oriented, while at the same time providing people with their considerate selected programs from other famous radio stations to offer its audience with convenience. The combination of new designed and re-broadcasting of existing programs means that there is something for every target audience.

The main purpose of this report is to identify the current situation of TVBA, analysis the key market TVBA competing in, and then provide the recommended strategies for TVBA to add value.

2. Current Situation

TVBA, as a sub-branch of TVBI (television broadcaster international), it was set up in NSW of Australia in July 2000, after ten years’ successful operation, it has been considered as the best television entertainment producer and the most popular satellite TV platform which contains Chinese channels in Australia.

It has been broadcasting in Chinese 24 hours a day since July 2000, primarily catering for the Chinese Australian market. Now it has become one of the most successful business ventures by new migrants from mainland China and a highly influential institution in ethnic Chinese communities in Australia, New Zealand and a host of island nations.  

TVBA not only provides high-quality programs, also organized a club audience and actively participate in various events organized to promote the Chinese community's diverse cultural life. High-quality Mandarin, Cantonese, Hakka, English programs in turn broadcast the information platform for not only direct access to the latest NSW community news and information, and with the CNN, China centralized International and other international media, transnational cooperation in the global network close to the pulse.

The broadcasting of snowstorm disaster in 2008 of southern china, the news delivering of 3.14 event of Chinese Tibet, the Beijing Olympic torch overseas delivery and the Wenchuan earthquake and so on, the TVBA has played an important role in connecting the mainland china and the oversea Chinese. Besides, with almost 14 terrific channels operation including TVBN, phoenix, Hunan TV etc, TVBA not only presents the audience just comprehensive recently news of china, but also the entertainment and scientific reports of mainland china, Hong Kong, Macaw, and Taiwan1 

3. The Target Market for 3CW

3.1 How to define the market in media field

With the accelerating integration of global economy and modernity, the flow of people across different nations and borders has inevitably brought to the Diasporas phenomenon. People with different cultural background and history origin may live together in a small place; on the one hand it accelerates the integration of global into a village while on the other hand it also increases the conflicts and contradicts during daily life. As for that, the people have to communicate with human beings of similar experience and background, try to find another new psychological ‘home’ which suits for the new environment.  As James Lull mentioned in his book, the result of this process, so called as re-territorialization’, is the generation of Diasporas. In other words, the target market of TVBA should choose those who are immigrating into a new country and hurry to make new acquaintance or to find a new ‘home of belongings’ in this new environment. What the media brings to them is not just a new kind of information provider, but also gives them a new chance of home-feeling experimental and new chances to make acquaintance to people with same background. As can be seen, the ethnic media largely contributes to Diasporas in all over the world to share information. Correspondingly, the Diasporas in all over the world give huge and valuable opportunities to generate new submarket, in order to satisfy the informational, entertainment, and cultural needs of certain Diasporas communities.

In this context, it is better use the Diasporas, rather than the traditional geographic organization or more roughly nations as the bench mark to define the market in media industry.

3.2 What market TVB competing in

We define the primary market of TVB is Australasia, more specifically, the mainland Chinese migrants into NSW, Queensland, and some areas of Victoria. Due to the increasing trade between china and Australia, more and more Chinese businessman make business in Sydney, Melbourne and New Zealand. In consequence, more and more Chinese students studying and living in Melbourne, NSW, New Zealand and some areas of Victoria. According to Wanning (2006), about 550,000 Chinese people live in Australian out of 20 million local people. 

This market is large and keeps increasing as the more and more Chinese-speaking students studying and living in Melbourne, NSW, New Zealand and some areas of Victoria.2

TVB can not be just considered as a general media which provide the ordinary information such as local news, world news or recently development in science and technology, it also plays an important role in the delivering of Chinese cultural and connecting the relationship between china and the ethnic Chinese. Therefore the target market of TVBA focuses on two main parts: one is the general market providing the information towards the Chinese migrants who are living in Australasia, the main competitors are CNN, BBC, CCTV, and Sydney TV (Chinese channel) and etc, the broadcasting in this field is to expand its audience and increase the market fame of TVBA. Another market lies in the sub-market, more specifically, is the ethnic business community, from whom TVBA obtains the advertisements and other business opportunities. The production and broadcasting of these programs are best needed for profit revenue and increasing the influence among local community.

3.3 The efforts by TVBA to expand and consolidate its audience market

3.3.1 for general audience submarket

First of all, TVBA acts as a channel to deliver the programs produced and broadcasting by other Chinese TV, the programs are not produced by themselves, such as the most popular Chinese programs from Hunan TV, CQ international TV, Dragon TV, ifeng TV and even China International TV brand 4, which are most popular for the Chinese-speaking immigrants and ethic Chinese studying and doing business in NWS and some areas of Victoria. These programs including news of mainland, Hong Kong, Australian local, food program of mainland china, Hong Kong, macaw or Taiwan, research and discovery reports for recently scientific and technology development, the pop music program in Chinese community, etc. these programs are all full of great Chinese culture and history and providing the immigrants a new warm feeling of intimacy as all these are familiar in their memory. On the other hand, It does not simply re-broadcast other’s channel or program, however, the stuff working for TVBA spend much time to consider the audience’ taste and select programs which the target audience like, one of the most valuable program is TVB drama program, these programs are all produced by TVB Hong Kong to reflect social and lifestyle change in mainland china, Hong Kong or Macaw. The dramas are all full of Chinese elements: Chinese-speaking dialogue, Asian Apparel, familiar landscape, famous TVB star, all these together make the drama most attractive for ethic Chinese, especially those have left china for decades and have a great felling of hometown. The most famous drama recently broadcasting in TVB is ‘creation of the word’, ‘stepping into Qin dynasty’, etc, they all receive a miracle ratio in Australian. TVBA earn well about its audience and try every effort to meet their needs, here are four main kinds of people considered as TVBA loyal audience: the housewives who have to care for their babies, the white collars who working in Australia, the Chinese-speaking students from mainland China in recent years, and the employer and employees in family-owned small business. All of these people live TVBA to pass the time, meet language needs, and relief from worry, isolation and loneness caused by Diasporas’ life. To attract its audience, TVBA introduces and designs some programs specifically aimed at local Chinese community. For example, The most famous drama recently broadcasting in TVB is ‘creation of the word’, ‘stepping into Qin dynasty’, etc, they all receive a miracle ratio in Australian. Such kind of program ties the program directly to the real business life. 

3.3.2 for ethnic business community submarket

As a business practice, TVBA has made full use of every chance to broadcasting advertisements for raising funds.  Based on Chinese mainland, it provides the marketing chance for Chinese city which searching foreign investment, and also the business inland for marketing explosion into Australian market. The customers include city promotion agents, Chinese large-sized firm, and NWS local small family-owned businesses. The most famous program of advertisement is ‘shanghai world expo’ aiming to deliver shanghai city and the world expo to the whole world, it has attracted a lot of praise in local Chinese as it is a new chance for their re-recognize the change of their hometown. ‘Eating in china’ provides promotion for Chinese diet and Chinese Food Company.

4. Industry environment analysis (Five-force analysis)

"Porter's five forces" is a framework for the industry analysis and business strategy development developed by Michael E. Porter of Harvard Business School in 1979. The “Force-Field” analysis must therefore be made to identify the forces that are for and against the strategy  . Companies should take advantage of the “for” forces to make the change more effective. On the other hand, the “against” forces must be alleviated or eliminated for removal of the barriers against the change. The forces are in terms of:

Figure 2: Five-force analysis

Rivalry among Existing Firms (normal)

Potential Entrants (strong)

Threat of entry to an industry depends on barriers of entry which most typically are economies of scale, the capital requirement of entry, access to distribution channels, cost advantages independent of size expected retaliation and legislation of government action. Potential entrants, such as CCTV global channel, ifeng TV (Cantonese channel) and Star TV would bring new threat to the development of TVBA, especially the STAR TV, which is also focusing on the drama market and has put forward much more effective drama towards the ethic Chinese, it will pose a great threat to TVBA .

Substitutes (strong)

As a growing competition in media market and meanwhile growing new migrants from mainland China, TVBA should be aware of the much cheaper or even free charge of alternatives products, such as newspapers, magazines, etc. indeed, there are four kinds of charged Chinese-written newspaper, includes ‘Singtao daily’, Australian Chinese Daily’,  Australian New Express" and " Australian newspaper’. Besides, there are also two kinds of weekly newspaper, "New Age" and "Macao and China Times" Show great threat to TVBA. On one hand, they are much cheaper than TVBA, on the other hand, they all pose largely-influence in NWS, Melbourne, and Sydney.  

In addition, there still exist some Chinese-speaking, Cantonese- speaking broadcaster, such as 3CW, it provides 24 hours broadcasting for global news, Chinese news, and Australian local news, and more, it also provides some additional life-related information which is convenient for ethic Chinese living.

Bargaining Power of Suppliers (Weak)

As mentioned above, the program suppliers of TVBA including CCTV, BBC, CNN, ifeng TV, etc, due to Run Run Shaw’s strategic eyesight and great leadership, TVB has formed some strategic cooperation with these program producers, at the same time, it also has independent producing department, thus it can get the conclusion that the influence of suppliers are not strong, this provides a good chance for its future strategic development.

Bargaining Power of Customers (weak)

The bargaining power of customer can be classified into two kinds: the first one is the general ethic Chinese, the Chinese-speaking program provides them a new way of relax and get more information about Chinese, about their hometown, this new way become their necessarily in life, and among the 550,000 ethic Chinese, only five main operators provide the service, thus the bargaining power of the general audience is not strong. As to the business channel and advertisement, As mentioned above, TVBA’s primary market mentioned as both mainland Chinese and Australasia, more specifically, the mainland Chinese city calling for foreign investment and Chinese migrants’ business in Melbourne and some areas of Victoria, as well as its differentiated and convenient programs arrangement, make it more attractive and hardly replaceable by other programs in the same area. Therefore, increasing audience market associated with fewer competitors offering similar programs, the bargaining power of customers is now decreasing.

5. SWOT analysis

External Threats External Opportunities

Environment Saturated media market

Global economy crisis Friendly cooperation between China and Australia

increasing of immigrants

Internal Strengths Internal Weaknesses

Internal

Environment Product Quality

Customer Focused

Brand identify Low market share

Lack of localization

Strengths:

1. First-level program producing ability: in Hong Kong, TVB is a famous band which means proficient in product quality as well as service innovation; it is a signal of elegance, excellence and precise.

2. Customer Focused: TVBA mainly focus on Chinese immigrants living in Australasia, the influence of Diasporas and homesick prompts the ethic Chinese more rely on the Chinese-speaking channel.

3. Strategic cooperation with sponsors: due to Run Run Shaw’s strategic eyesight, the close cooperation among them also provides TVB more excellent program.

4. Brand-identify: TVB is a famous brand both in Asian and Australasia in common people’s mind.

Weaknes

1. Low market share: through several years’ development, TVBA still has a low market share, together with the increasing rate for most main competitors.

2. Lack of localization: due to lacking of local proficient talents, most programs of TVBA still come from HK; the specialized program about local community show a slow increase, some life-related program should be added for increasing the interesting of program.

Opportunities:

1. Friendly cooperation between China and Australia: long-term political cooperation among them will present a more business opportunity for TVBA.

2. The trend of TV as a life guider: more and more TV has choose the intimate style and provides more life-related information for audience,  thus it provides a chance for TVBA organizing more large-scale community, arts and spots activities to enhance market reputation.

Threats:

1. The local media market is saturated and several TV has decided to set up new channels in Chinese.  

Summary 

From the above, it is easily seen that the competition of TVBA mainly comes from potential competitors and substitute power. Due to specialized program and differenced service, the threats from bargaining and program-providing are normal. However, due to the influence of dispersed audience, it will inevitably increase the cost of transmitting and reduce the further development. Together with the development of IPTV technology, people more and more rely on the internet to get information; this poses a directly negative influence on the development of TVBA.

Therefore, TVBA should attach much importance to its new program research and development as well as market expansion; make it more adaptive to the changing market. Be aware of competitors’ marketing campaign and technology evolution, customers favorites, this can guarantee its dramatically development. In addition, as a media provider, attach more importance on localization and keep on innovation both in style and contents to provide more specialized program and service, As a Chinese-speaking media, keep on efforts to act as a link between china and Australasia. This issue will be discussed in the following part.

6. Marketing strategies for TVBA

6.1 New product, new market

This part put forwards its current strategy of new product and new market development through ansoff matrix.

Figure 2 gives the description of Ansoff matrix development:

Market

Penetration

Product

Market

Development

Figure 2: The Ansoff Matrix

Market penetration: it should strengthen the promotion of current programs, especially the competitive product--TV drama. TVBA can recruit specialized-training staff for whole promotion and design.

Product development－as more and more audience pay attention to local news or even community news, thus TVBA should keep close watch on the people’s live hood issue, such as organizing more large-scale community, arts and spots activities to enhance market reputation.

Market development- with the increasing population of chinese immigrants, TVBA should expand its target market towards advanced regions with Chinese as a main language, such as Singapore, Malaysia, north American, and so on.

Diversification: according to present situation, what TVBA need most is to improve brand fame and step into internet-mobile TV industry, the purpose is just to compete with IPTV or mobile TV, this will increase the convenience of audience and increase its core competence .

6.2 Localization development

Therefore, Australasia Chinese-language television should also be with local-featured.

Localization in content: TVBA should continue to better the program of Australian news, besides, it should also further investigate local community and report more news about the community and daily-life related. The newly program “Public Square Street", in-depth coverage and analysis of local Chinese communities and daily neighborhood relationship, has got a wide-spread reputation among ethic Chinese.  Although this section broadcasts only once a week, less than half an hour per session, the programs triggers widespread identify in the Chinese district, which is a reflective of Diaspora.

6.3 Event promotion

TV, as an important media, No doubt knows the important role of event promotion. It is a good chance for eye attracting and public promotion. TVBA has implemented the ‘New Talent Singing Contest’, and " Miss Chinese New Zealand beauty pageant’ , these campaigns have get TVBA more close to ethic Chinese and prompts its increasing in advertisement revenue . The undergoing ‘Miss Sydney Chinese pageant’ is also a new campaign for increasing market identifies. The implementing of these events not also activates the life in ethic Chinese community, provides a new platform for Chinese youth, but also increase the market identify and marketing expansion ability of TVBA. 

7. Conclusion

Based on the analysis, it put forwards three possible strategies including new product and market development, localization development and continuing to carrying out event promotion. 

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