Research On The Development Of Localization Business Strategy For County-level TV Station

Radio, Film and Television has gone through vigorous development in China, This industry has deepened internal reform, increased the power of technological innovation, and gradually taken the opening up policy, it also plays an active part in todays industrial construction. However, as an important part of radio and television industry, the county-level TV is facing huge survival crisis. Because it lies in the bottom of the pyramid structure, not only did its own resources in a disadvantage level, but also it is squeezed by uppermedia such as the central, provincial and the city television station, as well as the competition from new media such as the print media and LCD screen TVs in the building. How to overcome the crisis has become a major issue to the operation of the county-level TV station.In this regard, this paper proposed a view that it is necessary for the county-level television station to give full play to the local advantage, to make full use of local resources and take the localization development strategy to earn a broader development space. In the second chapter this paper start to introduce the development of county-level TV station to showed that opportunities and challenges coexisted here. In Chapter three we use Michael Porter's Five Forces Model to make detailed analysis on the development environment of county-level TV station, then to make final choice for the business stratergy. Chapter Four is an analysis on the implement of localization business strategy for the county-level TV station, which including the position of localization strategy and the function of localization.Chapter Five makes a detailed illustration on the specific implementation of localization strategy, which mainly discusses the issue from several perspectives such as the localization of the content, channels, and the advertising market. The final chapter is the summary to full text. In view of the incomplete data and information, we would like to say that any study is an imcomprehensive study in a specific time. This article is intended to offer valuable suggestions with a view to attract more attention and study of scholars, which also pointed out continue study direction in the future.