Traditional TV Media Strategy Management In Mobile Internet Environment

There is always such a theory that anything you want to get development in one region or in one time period, at first you need to make a whole plan. At the current stage of China’s TV media, on the one hand there is little related macro strategy deployment for the whole industry, on the other hand rarely associated media industries implement strategic management. That is the reason why it is very important to make business strategy related research of the regional TV media. This thesis chooses XS channel as the research object. Based on the comprehensive discussion about the traditional media development status, relative advantages and environment that compared with new media this thesis makes the strategy positioning and clarifies the strategy implementation route in detail.First, this thesis defines the meaning of the traditional media and new media, in order to determine the respective advantages of both parties. Second, it makes the following comprehensive analysis on the XS channel as the observation object:internal environment, external environment, industry development and its environment. Third, through the above comprehensive analysis it determines the traditional TV media development strategies, its positioning, implementation route, implementation methods and so on.After the analysis this thesis describes that during the strategy implementation process XS channel should use its own advantages and actively seize the opportunity to achieve their own development. Their focus should be on the business diversification promotion. Meanwhile XS channel should also establish a fashion program with the core of diversification, the development focus is primarily for the following two main markets: television advertising and TV shopping, in order to enhance XS channel operational scale and get more benefit.Regarding this thesis, on the one hand it delivers the solution for the XS channel to develop its own business, in order to help the traditional media industry make its own relocation during the rapid internet developing process. On the other hand this thesis points out how the traditional media should make improvement in the future developing process. This thesis comprehensively analyzes the traditional TV media developing status and its futures. This thesis provides corresponding solutions against the issues that have been happening during the development process of the XS channel. The solutions can be also used by other traditional TV media to against the issues with the same types.