Media Environment, The Status Quo And Development Of Countermeasures

The media industry in Shanghai is undergoing great changes as Shanghai's marches towards its goal of becoming an international metropolis. The city of Shanghai has built up good urban infrastructure to support the development of its media industry. The paper aims to examine the development of media industry in Shanghai in recent years, from the perspective of media environment.The paper first proposes the concept of urban media environment. Then, based on the environment analysis theory in marketing, the paper identifies three evaluation factors: media market capacity, media competition level, and influence of local media. Taking advantage of these factors, the paper analyzes the current status quo of media environment in Shanghai, and points out the problems of its media development. The paper also discusses a hypothesis: the media environment in Shanghai is coordinating well with its economic development and its urban construction. To wind up, the paper puts forward development strategies to improve the media environment in Shanghai, in accordance with Shanghai's urban superiority.