Research On The Competition Strategy Of Dalian Broadcasting Network’s Broadcasting Service

With the rapid development of Network Media and Mobile Media, traditional media has suffered from the huge impact and challenge of the new media, so how it can seek for the survival and development in the fierce market, has become a more concerned topic by the most local broadcasting network. To begin with the current situation of Dalian Radio and TV Broadcasting Service in the market, the article work out Broadcasting Service Competition Strategy based on SWOT analysis, followed by putting forward the corresponding measures used for ensuring the strategy implementation. This paper attempts to find a development path suited to the Broadcasting Service of Dalian Broadcasting Network, which can be beneficial to build a Dalian-characteristic Broadcasting Service Segment. Additionally, this paper can provide inspiration for Chinese local Broadcasting Networks to step out development bottleneck, thereby having a positive significance of promoting the development of Chinese Radio and TV industry.This paper consists of five parts, and the specific contents are as follows:Part I, Introduction. This section mainly introduces the research background and significance, describes the main contents and methods of and draws a technology roadmap. The second part, the theoretical review and literature review. On the basis of concept definition, the section summarizes the strategic theory, introduces the tools of strategic analysis, and eventually conducts the literature review surrounded by the relevant research of competitive strategy. Part III, the external environment analysis of Dalian Broadcasting Network. This section conducts the detailed analysis from the macro-environment and industry environment, and summarizes the opportunities and threats which Dalian Broadcasting Network faces. Part IV, the internal environment analysis of Dalian Broadcasting analysis. The section introduces Dalian Broadcasting Network, conducts the analysis around the resource and capacity of Dalian Broadcasting Network and even points out the advantages and disadvantages. Part V, the competitive strategy analysis and formation of Broadcasting Service of Dalian Broadcasting Network. Based on the SWOT analysis, the section identifies the goal of Broadcasting Service competitive strategy, and develops the Broadcasting Service competitive strategy from the all-round implementation of frequency management system, optimal allocation of internal and external frequency resource, establishment and improvement of column co-ordination mechanism, increasing the efforts to exploit the fine columns, active promotion of quality development and the extended channels of diversified revenue. Part VI, the safeguard measures of implementation of Broadcasting Service competitive strategy of Dalian Broadcasting Network and the effect forecast. The section puts forward the safeguard measures of implementation of competitive strategy from the aspects of human resources, financial management and control support, technical equipment protection and corporate culture, and finally makes a forecast on the economic effect after the implementation of competitive strategy.