The Development Strategy Research On Children Channel Of Shandong Radio And TV Station

As an important element of China’s TV media, Children TV media has been developing quickly, although it has a relatively late start. Up to the end of the year 2015, the number of professional children TV channels in China has reached 37. Along with the on-going development of our social economy and culture, increasing improvement in people’ living conditions and thorough implementation of two-child fertility policy, parents will attach greater importance to children’s education and cultivation, so children TV media is to meet a new opportunity for its development. However, long-time restraint of system and overall marketing backwardness result in a single revenue means and severe lack of adverting resources; the above factors severely impact the organization and provision of children TV programs and thus impede the development of children TV industry. For these reasons, most of children channels are struggling for their existence with difficulties in their operations. Therefore, strategic studies on children TV industry are of considerable realistic significance to the objectives of changing the current conditions of children TV industry, cultivating its core competence, promoting its industry development and pushing it forward to a new step.The paper makes a preliminary conclusion of the position of TV broadcasting industry and its development course in China in the method of inductive analyses on the foundation of retrospect and summarization. Taking SDTV Children Channel as an example, the paper analyzes its current macro-environment in the approach of related theories of strategic management and PEST analysis. SDTV Children Channel is believed to possess enormous customer base with children as families’ center and superior customer resource. Besides, as the economic situation of the tertiary industry is favorable, it also enjoys advantages in its industry development. But, on the other hand, it also has many problems to be solved, such as overmuch constraint of policies and regulations, impacts to traditional TV media brought by advancement of science and technology. In terms of competition structure analyzed by Porter’s five forces competitive model, SDTV Children Channel faces severe challenges from other children channels inside and outside Shandong Province; its mass audience has been absorbed by the internet and other new emerging media, and it lacks ability to bargain with suppliers and advertising customers. Making use of IFE matrix analysis method to analyze the internal resources, capacity and competitive power as well as 2015 industry data of SDTV Children Channel, the paper makes a comparison between its advantages and disadvantages.The paper takes reference of the industry strategy of BTV KAKU Children Channel, which holds the leading position in domestic children channels, and comprehensively analyzes the policy environment, industry competition and internal resources of SDTV Children Channel. The overall objective of the industry strategy of SDTV Children Channel is believed to become a cross-media, cross-industry and cross-regional children media group which is the most influential in Shandong Province, and it should be realized by four specific strategic targets of audience, operation, talents and technology. According to this paper, the strategic choices of SDTV Children Channel should be commenced from product differentiation, market diversification and integration of channel resources, and its strategic development should be realized through a series of measures, such as determining to take women and children in families as main audience, establishing brands of programs, cooperating with new media to integrate resources, classified evaluation, and developing the marketing chains of channel shows. Furthermore, the paper proposes many supporting measures for the implementation of the industry strategy of SDTV Children’ Channel, so as to ensure the steady and smooth development of it.In a word, the paper precisely analyzes the chances and challenges of SDTV Children Channel brought by its internal and external environments and clearly cognizes its preponderance and handicaps; it formulates industry strategies and measures to overcome the existing dilemmas, effectively avoid risks, and meet the challenges from other broadcasting TV media and newly emerging media, facilitating its industry development and increasingly making itself stronger in competition. Therefore, the paper is of great positive and practical significance for what mentioned above.