The Research On The Development Stratege Of Shan Dong Education Television

After the reform and opening up, our country’s media began to explore the public unit like a company. In recent years, the cultural system is being reformed deeper and the media industry has developed rapidly. But Educational TV grows up in the dual control of cracks. Some continues to adhere to the public welfare and only make educational programs. And some of them, according to the logic development of radio and television media into, finally merged Television Group. SDETV is the only provincial educational media in China which is a national satellite channel. Therefore its development will play the leading role in the further development of the Educational TV. The SDETV is in a transition period of development. To explore the development strategy is the topic of concern and is also the main content of the paper.At present, SDETV faces both advantages and threats. Powerful cultural country, the strategy of rejuvenating the country through science and education and Streamline administration and institute decentralization, Classification of the institution reform, The cultural system reform made clear in the the Third Plenary Session of the eighteen promote the development of a favorable policy environment. The steady development of Chinese economic and the steady growth of Shandong economy provides a good economic environment. The increase of the national education level the growth of the demand for knowledge and cultural create a good social environment; the development of high-definition digital television technology,3D technology, NGB technology provide technical support. However, the national policy on restricted term Education TV is more than supporting terms and financial support is small and restricts the development of SDETV. In the internal environment, SDETV’s communication platform and the education resources is the most important advantage, while employee’s knowledge structure and the shortage of funds restrict the long-term development. Using Potter’s five forces model to analyze SDETV’s industry environment, it can be concluded that the main rivals of SDETV are CETV, CCTV-10and other provincial Education TV. SDETV has obvious advantages compared to other provincial education television stations. But it is far less than the CETV and CCTV-10.Through SWOT analysis, it can reach conclusion that the SDETV should be distinguished from CETV and CCTV-10and to be a national educational television whose goal is "cultivating in education deeply, promote culture, serve family education". Because the audience are the family, its aim is "cultivating in education deeply, serve students and their parents, expand and enrich excellent culture, inherit Chinese civilization". Analysis shows that the SDETV’s future should be the most influential cultural and educational channel.In the implementation of the strategy, the channel adopts differential strategy and should focus on family education; the program operation executes vertical integration strategy. Change content production and broadcast as the main business. Through the extension of industrial value chain realizes value-adding. About extension of the downstream products, SDETV can consider the following aspects:one is on the content of communication product conversion products, such as copyright, the brand name right associated with the program elements; the other is the downstream product’s development, such as books, knowledge program supporting CD-ROM etc. Sources of funds and business innovation should implement diversification strategy and make profits mainly by advertising revenue, assisting in funding and commercial income, to ensure that funds filling. As far is the business content is concerned, first is the form of quality program to program form brand program group, second is the development of network television, mobile phone TV, network education business and third is to promote the tertiary industry development, such as education and training industry, development of the exhibition economy.As far as the strategic guarantee measures are concerned, attention should be paid to team culture. It should adhere to the people-oriented, perfect the rules and regulations and form positive organizational culture. By selecting staff to be trained, improve their knowledge structure, introduce high-tech staff, human resource structure will be improved; in the salary reform, clear the personnel department and other departments’ responsibility; use the public of quantitative targets to test front-line operational staff and use the KPI index to test the middle-level managers, use the KPO index to test the administrative personnel. In the source of income, actively seek funding and increase advertising revenue, make profits by selling content and copyright. About the organizational structure, planning functions should be assigned to the study room, then adjust planning study room, add content and advertising operation planning and give the function to the advertising department. In brand building, form a unified image of the logo. By the media, promote the publicity and the brand.Use development strategy to analyze the institution of enterprise and need to consider more policy basis. In the system innovation, partial adjustment only based on business. At the same time, the study on education television strategy is relatively little and coupled with limited open data, all of them make the writer can not make a perfect development strategy about education strategy, which needs to do more in the future.