| Traditional broadcast and TV media, which have long occupied a unique position in our country's political and economical world, have gradually experienced great pressure from multinational media groups, according to the trade of globalization of economics and culture, and the digital revolution and new media's fast development.Xiamen Broadcasting and Television Group (XMG), which was founded on June 28, 2004, is one of the experimental units in our nation's cultural system reform. The paper was in accordance with the basic relational frame of "organizational form of collectivization, and mode of industrialization". We started from the analysis on industry development status, then analyzed inner resources, the outer situation, both disadvantages and advantages, the opportunities and challenges that it faced.We made use of the SWOT model and organizational business model to set XMG's strategic goal, transformation, which includes three points: first of all, the positioning transforms from city media group to regional media group; second, the ownership transforms from a public service unit to a modern corporation; third, industrialization management transforms from single-mode operating structure to multiple-mode operating structure.The certain goal, on the one hand, will reconstruct and consummate XMG's industrial chain whose core work is managing broadcast and television communication. On the other hand, the goal will gradually raise XMG's social influence and core competence. And then, XMG will be of the strongest and most influential as a regional comprehensive media group, located in the southeast of China in the future.Therefore, XMG makes concentric diversification strategies so that the group not only focus on radio and TV industry, which is our core business, but also operates advertisement marketing, cable TV network operation, film and television drama production and distribution, audio-visual products publication and distribution, large-scale cultural and sports, and other related marketing activities.XMG's product strategy is "Found on News", which means news is the most important product in the group. The decision will be made after channels positioning, program introduction, scientific planning, content integration, etc. The product strategy means King Content, through multiple-channel, multiple types of media programming comprising edge product portfolio.With respect to market expansion, we select regional market expansion strategies that we base on the Xiamen market, expanding into the surrounding cities and regions, which have similar culture and geography. To develop the markets, the program signals and ads business have been covering the areas.Besides the above-mentioned factors, the paper also expatiated upon other aspects, like media branding, market penetration, operating costs, operating resource allocation etc.The paper is composed of five chapters and mainly includes the following:The first chapter: the development status and industry environment of XMG. We analyze domestic media industry, XMG's major resource operating conditions, general considerations of the positioning and characteristics, political, economic and social environment of the industry, summing up the basic outline of the Group and the overall evaluation of the media market, in order to gradually analyze internal and external environment factors, choosing the most suitable development strategy, and then lay the foundation.Chapter II: XMG's SWOT Analysis. Using the SWOT framework, we analyze XMG's strengths and weaknesses of strategic resources, including the policies, mechanisms and structure, the content of product resources, human resources, management capacity. Meanwhile, we analyze the opportunities and challenges of group's ecological environment in the market competition, substitute, audiences and advertisers, and industry policies, which provide a basis of selection for the group development strategy.Chapter III: XMG's development strategy objectives. On the basis of general analysis and evaluation of the group's resources, capabilities and development trends, this chapter focuses on the Group's position and mission, then proposes the group's development of strategic objectives, and decides the specific content of strategic development goals about the audience maintenance, industrial management, human resources and technical support.Chapter IV: XMG's selection of development strategy. This chapter uses the "operating radio and television media" concept to build the core competitiveness of the Group perspective, according to the Group's development strategy aims. It also chooses the basic business areas of the Group, business aspect and regional development, forms the joint development of other related industries with its concentric diversification continued growth strategy, which take the radio and television media as the core, and the radio and television advertising industry, digital cable television network industry and the production of television content distribution as the key. We will make content as the king, the channel specialization, content localization, columns of the brand and the operation of the standardization as the basic characteristics, then being the advantages of media product, advancing the strategy of "content is king". Then we can expand coverage of radio and television programs as a breakthrough, the economic, cultural and geographical environment similar to a similar region for the basics, use the open broadcast platform and follow-up ads as business strategy, form a strategy relatively completely, mutual contact, market-oriented allocation of resources and regional development, then we can achieve the group's strategic objective of strong regional radio and television media.Chapter V: XMG 's development strategy implementation. This chapter mainly studies the questions of the Group's strategy focused on the process of implementation, such as through the channels and programs brand building, product development, advertising marketing, cost control to enhance the core competitiveness of radio and television media market; through development platform to provide localized content, scale of operations to expansion of digital TV network; through utilities and industry and perfect the mechanisms of ads and content of resource sharing, cooperative development etc.; enhance the group of industrialized operation of market forces; through the improvement of human resources management mechanism, strengthen human resources to introduce, cultivate and incentive systems construction, improve the Group's overall quality of human capital, improve employee job enthusiasm, initiative and creativity, to ensure the victory of mission of the Group and the execution of development strategy. |
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