The Choice Of Company IFMD New Media Competitve Strategy

IFMD is a company engaged in radio system integration. It can offer product design, sale, system integration, project wiring and other services for broadcasting stations. Since it was found in1999, company IFMD has grown up rapidly along with China’s radio industry. Now it has more than180employees and the operation income has reached90million RMB. Nowadays it can provide almost all kinds of services for the radio station clients.But recently, because of the slowdown of the Chinese economy and radio industry, the radio industry steps into maturity and the competition becomes more intense day by day.Company IFMD has stopped developing for three years and the profitability has become weaker and weaker. According to the current situation of the radio industry, it can be foreseen that the market capacity will become smaller and the competition will be more intense in the future.On the contrary, the internet audio&video business is growing rapidly and bringing great threat to the traditional radio and television industry. Faced with the challenge, many radio and TV stations begin to launch the internet AV service which is called new media business.This is a good opportunity for company IFMD to achieve upgrade and further development. Therefore, the research of how to meet the demand of the new media broadcast and how to launch the new business became an urgent issue.The author analyzes the internal situation of company IFMD first, including the basic status, resources and the capability. Then the author evaluates the strength and weakness of company IFMD and conducts a quantitative analysis of the comprehensive competitiveness by using IFE matrix.Then, the author analyzes the external environment such as political, economic, social and technological environment. In the analysis of the new media industry, the five factor model is used. Though the research of the business characters, the developing trend, the key factors of the new media industry, the author has a more clear view. In the end of this charter, the author evaluates the attractiveness of the new media broadcasting industry.After the analysis of the internal and external factors, in the Charter5, the author puts forward the basic new media strategy by considering the developing target, the vision and by using the tools such as SWOT matrix, SPACE matrix and QSPM matrix etc. The optimal new media strategy for company IFMD is focus and differential strategy.To find the concrete method to realize the focus and differential strategy, in Charter Six, the author analyzes the target market and then makes a clear introduction of marketing strategy. And the author will find a developing method by using the Ansoff matrix. The product development and market development strategies are the right strategies for company IFMD. After that, the author come up with a marketing strategy including the market positioning, product, price, promotion and place.In the end, the author analyzes the risks in choosing strategy and points out clearly the necessity of regular assessment of the strategy.Through this paper, the author hopes to present the helpful strategy for company IFMD new media business.