Study On Development Strategy Of Xiamen Broadcast And TV Networks Under The Background Of Triple Play

Since the State Council put forward the Overall Plan for Promoting the TriplePlay in2010, triple play was established as an important developmental strategy.Given this, the State Administration of Radio Film and Television (SARFT)andother relevant ministries asked the provincial and municipal authorities to strengthenthe integration of broadcast and TV networks and to establish the provincialbroadcast and TV networks head office to break the original separation and to solvethe shortage in quantity and in dimensions, then finally to face the market. However,owing to the system, the development of broadcast and TV networks is unbalanced.Therefore, the integrationis facing many serious problems such as the different ideas,technique levels, business policies and management levels.Based both on theory and practice, the paper will take Xiamen, one of the tripleplay pilot cities as an example, aiming to study the development and marketingstrategy of broadcast and TV networks under the background of triple play by usingmanagement knowledge. According to the current situation of network and service,all the market circumstances, demand status, policy opportunities, market driversand restrictions of broadcast and TV networks were analyzed. Through using ofPEST analysis and SWOT strategical analysis, this paper will study the marketcompetition environment and its changing trend of broadcast and TV networks.Furthermore, marketing strategy was discussed according to marketing principlesand practice. Finally, the study tries to provide useful advice on strategy to promotethe development of broadcast and TV networks and in the meantime for reference.