Development Strategy Research Of Qingdao Media Group

In 2017,Xi Jinping presented in the report of the 19 th Session of National Congress of the Communist Party of China that it is necessary to strengthen cultural confidence and promote the prosperity of socialist culture.The media industry plays an important role in the culture industry,especially the development of radio and TV industry.Under the support of national policies,a large number of radio and TV medias have undergone strategic transformation and opportunities are coming.However,with the advent of the internet age,challenges are also coming.Because the audience has changed their habit of receiving and reading information,they have also put forward new requirements for traditional radio and TV media.As a local radio and TV group,Qingdao Media Group(hereinafter referred to as Qingdao Media Group)is faced with more fierce competition,only by getting out of a development way suitable for itself can it survive.At present,there is a lack of theoretical studies on the strategic development of Radio and TV Group under the background of Internet.Therefore,this paper takes Qingdao Media Group as the research object,analyzes the internal factors of the group and the external environment it faces,uses the SWOT analysis method to list the strengths and weaknesses of the group,the opportunities and threats it faces,and uses the five forces model to analyze the industry environment of the media industry and the competitors of the Media Group.Combining the two methods,comprehensively considering various factors,selecting the strategy that is most suitable for the development of the group,and exploring the problems existing in the group,we need to combine with our own work experience,with the help of a series of basic principles such as management science and economics,try to systematically construct the theoretical framework for the development strategy research of the Media Group under the background of the Internet,and explore a development path suitable for the Qingdao Media Group.This paper argues that Qingdao Media Group should choose diversification strategy in her course of development and sets the development goals of three stages.In order to ensure the smooth transformation and upgrading of the group,and for the sake of gaining her the industry status as the champion in our city,the vital media in our province and the domestic leading media,measures will be applied such as adjusting industrial block,applying multiple-brand strategy and expanding capital operating space.Moreover,this paper provides reference comments for the development of domestic local media groups,which will contribute in accelerating the stable and continuous development of radio and TV industry,and in the end,promoting the thriving and prosperous of socialist culture.