Study On Developing Strategy Of Hebei TV Station Rural Channel

HEBTV Rural Channel, founded on 1st, May,2005,is the third provincial channel aimed at agriculture, rural and farmer. On demands of farmer, Rural Channel made programs including ways to make fortune, agriculture policy, the changes of farmers’ life as well as rural settlements and a new socialist countryside construction. Given the socialist market economy system has built and completed gradually, Radio, a traditional media, faces increasing pressure of surviving under the fierce competitive market. The developing digital technology and the Internet savvy are not only opportunities but also challenges to radio industry. Gathered from Rural Channel, the main problems of rural channel in HEBTV are fewer audience, the causes of which including fewer audience in rural area and reducing produced programs that indirectly influence their own brands. Undergoing eight years, produced programs need innovting instead of keeping out-of-date form. In addition, key members in a measure were exchanged to other channel devotes to a reducing events in channel, which straight bring about poor performance in ad revenue-generating and inferior influence. This paper analyzed the development of HEBTV the next few years on the basis of strategic management.First of all, this thesis briefly introduces some basis of television industry, and then conducts a thorough analysis on the object of this study by adopting theories and methods of PEST, Michael Porter’s Five Forces Model, and STOT, therefore summing up some problems and experience which existed in its former development. In addition, after carrying out an in-depth study of the social environment and industry competition which the farmer channels confront, and the internal resources and conditions of HEBTV, this thesis much more definitely brings up the matter of the external threats this channel faces, and the internal strengths it owns. What’s more, the thesis proposes a next-step development plan for this channel: putting an emphasis on the strategy of differentiation and target concentration, adopting business portfolio strategy of vertical integration in the short term; and applying diversified development strategy in the long term. Meanwhile, the thesis also puts forward a specific developing path of this channel, together with some relevant suggestions and measures.