Research On The Media Business

This thesis uses journalism and media management theory and methods.Through the analysis of the audience,the achievements, the problems existing in the current stage, and then put forward suggestions to the media. Some views and opinions presented in the paper have application value in Xianghuang Banner and other banners of media development.The thesis consists of four parts:introduction,main parts,conclusion and appendix. The introduction part gives the object of study, the reasons for choosing the topic, the significance, the research methods and the research situation. The main parts consists of three chapters. In the first chapter, the paper systematically describes development of Xianghuang banner’s radio, televison, newspaper, Government portal website.The second chapter consists of two parts.The first part to media business external environment analysis method-PEST method as a guide/the analysis of the Xianghuang Banner media business external environment.The second part based on the questionnaire survey of 165 audience’s contact with the local media.In the third chapter, mainly discuss the Xianghuang Banner media career achievements,problems faced and from change management concepts,optimization of media content, establishment of audience interaction mechanism three aspects proposed suggestions. The conclusion part summarizes the front three chapters discussed from six aspects, put forward their own viewpoints.