Study On Media Competitive Ability Of Zhejiang Satellite TV Under The Background Of The Development Of Cultural Industry

With the the development of cultural industry, the domestic media market competition in China is increasingly intense. For the television media, the competition also has been transformed from the traditional audience rating competition and the advertisement competition into the media competitive ability contest.In 2004,The radio and television industry culture system reform entered the year of substantive advancement. In the multivariate environment of the television industry-how to cultivate own core competitive ability roundly and adopt different competitive strategy is a determining factor which decides whether domestic television media can survive and achieve sustainable development under fierce competition in the competition. From 2004 onwards, Zhejiang Satellite TV began to face market challenge, and seek the characteristics of the road. After seven years of development, Zhejiang Satellite TV has been ranked the first camp of the provincial-level TV. Zhejiang Satellite TV accumulated a certain competitive advantages,which is showed on brand,medium mechanism,human resources,digital level,coverage rate,channel resources,Content of product development capability and so on. Meanwhile, there are short board in many ways. How Zhejiang Satellite TV to improve and adjust on the basis of its existing media competitive ability maters its future development.This paper mainly uses the media competence theory and evaluation criteria, and combined with a lot of brand marketing, strategic management knowledge, discusses the existing provincial satellite TV competition, and then objectively analysis Zhejiang Satellite TV’s media competitiveness. Finally this paper presents personal recommendations aimed at settling ing the Zhejiang Satellite TV’s vulnerable.