Strategic Research To Enhance The Economic Benefits Of Ningbo Traditional Media Industry

Under the conditions of market economy，the traditional media industry,led by newspaperradio and television,suffered a huge challenge, also faces huge opportunities.In recent years,therapid development of new media,is the impact of the traditional media industry.In this situation,scholars and practitioners made a variety of exploration in the two aspects of system and operationmode of the industry,expect to go forward in the tide of market economy.This article takes theindustry of newspaper radio and television in Ningbo as research object,based on the existingtheory,provide the thought of improving the economic benefits strategy suitable for the traditionalmedia in Ningbo.By focusing on the core concept of traditional media economic benefits, thisarticle were studied in three stages. Firstly, the strategic input. The traditional media environmentof Ningbo is analyzed the ma croscopic,mid-gradational and microcosmic levels, those are political,economic environment, industry environment, and internal environment.The internal environmentis researched by three case: Ningbo daily newspaper group, Ningbo radio and television group,Zhenhai District News Center.And make the analysis of Ningbo traditional mediaenvironment.Then, make the strategic choice by comparative analysis of alternative strategy andthe path to improve the traditional media economic benefit in Ningbo.That’s includes companystrategy:"moderate scale industrial expansion","correlation of diversified investment andfinancing", and business strategy: focus strategy, cost leadership strategy and differentiationstrategy.Finally, is the implementation of the strategy.In the implementation, the first problem ishow to deal with the relationship between the center of industrial development and institutiondevelopment.and then conducts the research for the industrial development center of governancestructure,organization structure, and core competitiveness.The conclusion of this paper is, in orderto improve the economic benefits of traditional media industry in Ningbo,need to confirm themarket main body,then use the concept of modern enterprise system to recombine,to optimize,tointegrate existing natural resources,to expand industry moderately,to use capital.Give full play tothe decisive role of the market in resource allocation.The theoretical innovation of this paper is, thecombination of enterprise strategy management and the traditional media business, and thesuggestions are localized.