The Research Of Dalian TV Station Development Strategy Under The New Media Environment

In1980s, China established the policy of "four level TV", along with the development of TV industry, three industry structure gradually evolved into "CCTV, provincial satellite TV, local TV". Since90’s of the twentieth Century, a series of major changes have taken place in the world’s media industry, the trend of globalization and marketization is unstoppable. Since entering the new century, with the rapid development of digital technology, network technology, the rapid rise of the new media, caused great impact on traditional media. In this kind of new pattern of media, traditional media have to recognize the situation, seize the opportunities, meet the challenge. As the bottom of the industrial structure, and the local TV station should not only faced with the new media, but also in the CCTV and provincial satellite TV’s strong will to find a way out. This paper tries to provide some references for the development strategy of local TV station.In this paper, the development course and the present situation of traditional media and new media has carried on the brief introduction, the development of Dalian TV Station in recent years are reviewed, the use of macro environment, PEST model, Porter five force model, external factor evaluation (EFE) matrix and internal factor evaluation (IFE) matrix, and a series of strategic research tool on the internal and external environment of Dalian TV Station are analyzed in detail, through the SWOT model of TV Station has carried on the system analysis, finally put forward the development strategies and safeguard measures.Through this article research, to the future development of Dalian TV Station set out the following strategy:(1) in the content, improve the quality of programs;(2) in the mode of transmission, attract younger viewers;(3) in the management, integration of resources to maximize utility;(4) in the brand, build a new image of Dalian Radio and TV Station.The point of this paper is just the author’s superficial outlook of Dalian TV Station for future development, but the rapid development of the media industry today, formulate and implemented development objectives and strategies for Dalian TV Station is very necessary.Hope the above strategy can provide some reference for Dalian TV Station and other local TV station in the new media environment for the future development.