Yangzhou Broadcasting Group Development Strategy

In recent years, new media makes Broadcast TV get the third wave of development. The Internet, as the guide of New media, enters into our country from abroad quietly, and then outdoor TV, mobile TV, mobile TV, Internet TV, IPTV also influx, and they eliminate the barriers to entry into Broadcast TV Media. This makes the competition of Broadcast TV Media more intense from the production of upper content to the broadcast platform, and the network of multi-trend indicates that the development of Broadcast TV Media has met the new opportunities and challenges.This article analyzed the situation which Yangzhou BTV Group faced, according to the development BTV industry, using the competition strategy theory of Michael Porter, describing the macroscopic, the microscopic environment whe Yangzhou BTV Group living in. using the SWOT analysis on the generalized analysis, and so on proposed the Yangzhou BTV Group developmental strategy,this article altogether was composed by five parts.The first part of the introduction, expounding the economic nature, research background and significance, the basic ideas and research methods of BTV.The second part is the theory basis of the development of BTV. In this chapter summarizes the theory basis of the development of BTV Group. This part provides theoretical and methodological foundation for the analysis of the situation, problems and development strategy of Yangzhou BTV Group.The third part is the present situation and environment of Yangzhou BTV Group. In-depth investigation of the development status and operating situation, and make an overall assessment, then analysis the macro environment of Yangzhou BTV Group.The fourth part is the SWOT analysis of Yangzhou BTV Group. This part adopts the method of practical investigation, bases on the present status of Yangzhou BTV Group, finding out the existing problems in the operation of Yangzhou BTV Group.The fifth part is the development strategy of Yangzhou BTV Group. Summarizing the beneficial experience of development and reform of Chinese BTV, based on depth interviewing on BTV practitioners, constructing the development strategy of Yangzhou BTV Group.