Study On Operation And Development Strategy Of Hebei Satellite TV Station

Today, the provincial satellite TV stations in China are facing fierce market competition day by day. Due to the extrusion from CCTV, the metropolitan media, and the new media rising rapidly, the provincial satellite TV stations, with the split-flow of the audience, are burdened with great stress on survival and development. The Matthew effect is also highlighted in the provincial satellite TV stations. The advantage resources of programs and advertisements focus on those strong stations like Hunan, Jiangsu, and Zhejiang, which leads to fails of some satellite TV stations in the second and third group. Therefore, it is the common problem for these weak satellite TV stations to make breakthroughs and developments under the squeeze inside and outside.In this paper, Hebei Satellite TV Station in the above disadvantaged competition will be researched. By the analysis using documents, data, and SWOT, especially through the theory of platform strategy, we try to find the main factors that influence the development of TV stations, including the advantages and disadvantages of internal environment, also the opportunities and threats of external environment. SWOT matrix is constructed according to the model, and the WO strategy, meaning to overcome the internal Weaknesses and use external Opportunity to reverse the adverse situation, is more suitable for the Hebei Satellite TV Station. Then, in order to find the solutions to the insufficient innovation, weak advertising and capital shortage, the WO strategy will provide advices in the management mechanism reform, programming and marketing promotion. This paper will provide guiding significance not only for Hebei Satellite TV Station to make development strategy, but also for the other provincial satellite TV stations.