Analysis Of The External Strategic Environment Of China's Tv Media

It has been 47 years since TV media emerged in 1958 in China. After the hard start and the complicated development, now at the very beginning of 21st century, it is walking into an accelerative age which is full of challenges and changes.Although experiencing half century's development and accomplishing great achievement, the present situation of TV media is not good enough and in need of raise when faces the deep going implementation of market economic reforms. The medium failed in whatever market can not take its social responsibility. The TV media in our country is being reformed in the way that accommodating the market economic reforms with keeping the original ideology.It is the development of industrialization which forces the TV media to consider itself as an economic entity. An economic entity has to make the corresponding strategic development plan if it wants to make sustainable progress. The establishment of the strategy must be based on environmental analysis. TV media should clearly recognize its social economic circumstances and also its strengths and weakness, and then fully understand the effect of every factor of conditions when making strategies to take advantage of the superiority and avoid the adverse point, seize the opportunity and accelerate the pace of reform and better shoulder its social responsibility.The strategic environmental analysis in this thesis is based on reasons above, in the hope that it will provide references in the process of the TV media industrialization in our country.The environmental analysis in my paper takes from strategic management, including macro-external environment and industry competition environment. Macro-external environment analysis uses PEST model, discussing Politic, Economic, Society and Technology factors' influence. Some of them are direct while some are indirect.Industry competition environment in the second chapter analysis five forces which have strong effect on TV media: audience, advertisers, other capital, other media and competitors existing. In our country, TV media is growing up in the interaction of these five forces, and it still need to pay more attention on these in future's development.