Research On Developmental Strategy Of Chinese Broadcasting And TV Industries

The purpose of this thesis are to reveal the industrial property of Chinesebroadcasting & TV and to explore a strategic access to the rapid development ofChinese broadcasting & TV industries, making full use of basic theories of modernstrategic management. The main contents are as follows:Firstly, a brief account of the expansion of our broadcasting & TV trade is givenin the thesis. Then this thesis has illustrated basic theories and concepts of strategicmanagement, and explained its main contents, basic principles, various kinds,scientific steps and analytic methods.Secondly, the outside environment of the trade such as macro-environment,industrial environment and international environment has been analyzed. Afterwardsthis thesis has studied the five inside elements including resources, products, andmarkets.What's more, in this thesis it is revealed that some chances and challenges arefaced with our broadcasting & TV. And some serious problems in its development andits developing trend are considered.Finally, with the introduction of the two strategic analysis methods of SWOTmatrix and Boston matrix, the development strategy for broadcasting & TV industriesis proposed, including product development strategy, brand management strategy,group growing strategy, market competition strategy, personnel resource strategy,capital management strategy, and media expansion strategy.