A Case Study On Current Situation And Development Strategies Of Zhangye TV Station

Television industry that includes political property, economic property and cultural property in-together is a special industry. After reforming and opening to the outside world, the Chinese television industry has had and has been confronting transformation of managerial system and operational mechanism with deepening the economic institutional reform of our country. Nowadays, the Chinese television industry is confronted with opportunity and challenge. Facing with the present situation, it remains to be considered how to develop the television station of the municipal level which has been small and weak.In view of it, the author chose Zhangye TV Station to carry out a case study, so that it will enrich the relational theories of transformation and development of the television station of the municipal level. This study will give some inspiration on the television station of the municipal level, undeveloped areas in economy.The study mainly used the literature analysis, practical investigation and interview to full and accurate study for Zhangye TV Station, and then, it put forward some concrete development strategies in accordance with the existing situation.The thesis is composed of 6 parts.The first part is introduction. It introduces the research background, present situation, significance, content and methodology of the thesis.The second part analyzes the present media ecology of television station with media ecological theory from four aspects: the present environment of system and policy, property environment, industry environment and audience environment. It lays the foundation for the case study of Zhangye TV Station.The third part adequately expounds the process and situation of development reform of Zhangye TV Station.The fourth part thoroughly explains the superiority, inadequacy and present opportunity and challenge of Zhangye TV Station with the SWOT of enterprise strategic management.The fifth part puts forward a series of concrete and practicable development strategies for Zhangye TV Station.The sixth part is a conclusion of the study and illustrates the innovation and inadequacy of the thesis.