The Research Of Diversification Strategy Of Radio And Tv Group Based On The Core Competence

In recent years, with the support of state policy and economic investment constantly increasing, the media industry appears a situation with rapid development and expansion. This situation has emerged not only from industrial development requirements in the context of market-oriented, but also from the industry competitive pressures requirements existing in both internal and external. Since the accession to the WTO in particular, the media industry not only has to face internal competition between the old and new media, but also to face impending competition from major international media group. Under such circumstances, collectivization become an inevitable trend of China's media industry.At present, China has formed a passel of Radio and TV group which is radio and television-based and other businesses involved. However, compared with foreign media group, China's Radio and TV Group still has a big gap in financial strength and management experience and so on. Thus, integrating resources, enhancing core competence rapidly, and expanding based on core competence have become an inevitable choice for China's Radio and TV Group.Through re-combing theories of core competence and diversification, and selecting five most-represented Radio and TV Group in the light of top ten ranking of 2008-2009 Chinese radio and TV media's operation and management, this essay tries to analyze the operative situation of five Radio and TV Groups' diversification, and then explores the proposals of diversification based on core competence. First of all, the essay summarizes theories of core competence, diversification strategy and relationship between core competence and diversification, provides a theoretical basis for the following relevant research. Secondly, on the basis of analyzing the dual attributes and the policy environment of the Radio and TV Group, describes the constituent elements of core competence of Radio and TV Group. Thirdly, taking five Radio and TV Group as the research object, analyzes and summarizes theirs diversifications in common, and then obtains the present situation and main problems of diversification existed in China's Radio and TV Group. Finally, on the basis of comprehensive analysis, and from two aspects including the implementary plan and supporting measures, proposes the specific countermeasures and suggestion for the Radio and TV Group's diversification based on the core competence.