| In 2009 Binhai New Area (BNA) has achieved the integration of administrative system, meanwhile"Triple Play", as a national strategy, has turned into essence promoting stage. As an important carrier on culture, a main channel for recreation and information acquisition, and a crucial platform for civil informatics'service, the development of radio and TV networks in BNA are facing challenge and rare historic opportunity. Therefore its strategic planning and implementation have become a crucial issue for BNA development.This study was conducted in the framework of "Triple Play" National Strategy and BNA administrative reform, aiming to set up BNA media culture enterprise and to promote Tianjin radio and TV networks and culture industry. Through establishing strategic analysis framework and using strategic analysis tools, such as SWOT and PEST, the advantage/disadvantage and opportunities/challenge under the internal and external network environment were analyzed. The strategic system for coming 5 years was obtained by means of grouping and processing relevant concept, including overall strategies (i.e. integration strategy, innovation strategy and strategic alliance), basic competition strategies (i.e. divergence strategy and low cost strategy) and functional strategies (i.e. human resources, organizational culture and brand creation, capital and financial management). Based on the strategic system, three stages and seven aspects were proposed. Furthermore, the implementation steps and risk control approach were formulated according to strategic principal.The strategy is a creative study in the field of radio and TV industry. It solved a practical problem integration of BNA radio and TV, provided a reference model and idea, and implemented the estimate and prospects for BNA radio and TV networks development. It opened the core competitiveness of the enterprise and formed new pattern of BNA radio and TV industry. |
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