Marketing Strategy Research Of Guangxi People’s Broadcasting Station

With the development of economy and the technological advancement of information, a significant change in Chinese media industry is under its way. The emergence of large media corporations has intensified the competition in the business. As a traditional role of media, broadcasting station is going through a great revolution. Seizing the market opportunity, overcoming the internal difficulties, and using the advantages are the keys to gain a foothold in the new media market.GuangXi People’s Broadcasting Station is a broadcasting news media combines of news gathering, editing and broadcasting, which owns five autonomous region-covering sets including "Comprehensive News Radio","970Anchorwoman Radio","Private Vehicle930","950Music Radio" and "Traffic Radio", a set of regional internal broadcasting frequency, an internet media of broadcasting television, monthly magazines face to asean countries audiences. The present situation of media industry asks for a break of management theory. In order to hold a larger market share, Guangxi people’s Broadcasting Station should imply effective marketing strategies, look into the requirement of audiences and lock on target market.Base on the analysis of macro economy, industry situation and internal factors that Guangxi people’s Broadcasting Station faces, this paper try to find out the opportunities and challenges, as well as the advantages and disadvantages of Guangxi people’s Broadcasting Station. Quantitative transformation tools EFE and IFE will be used to evaluate the status of external opportunities using and internal advantages displaying. Enforceable marketing strategy combinations will be figured out by STP market segmentation, and feasible advices will also be provided in this paper.