Xiamen Radio And Television Group Industry Development Strategy Research

Since the beginning of21st Century, the Chinese media industry has undergone aseries of major changes, the industrialization and marketization is an important trend. Inrecent years, radio and television, as a representative of the traditional media, hassuffered tremendously along with the new media development, such as the Internet,smart phones, the outdoor LED and the building television. Xiamen Radio and TelevisionGroup, located in active Special Economic Zone, as a pilot unit of radio and televisionsystem reform, the current status and the development trend of it is on behalf ofsignificance in the Chinese city TV media. How to meet the challenges of new media,looking for a more suitable development model which is one of the important issues thatXiamen Radio and Television Group faces at present.In this paper, study will start from the macro environment facing the Chinese mediaindustry, focusing on the analysis of Xiamen Radio and Television Group industrialdevelopment in the external environment and internal resources conditions, researchingon the current status of its industry, the issues of the development process, the challengesand opportunities to draw up and steady the development of the broadcasting advertisingindustry, vigorously expanding the digital cable television network industry andsupporting the development of the broadcasting content industry. Those are three majordevelopment strategies of Xiamen broadcasting industry. It also elaborate on theStrategic objectives、the strategic stage and the implementation of the strategy in order tobenefit the industrial development of Xiamen Radio and Television Group.