Research On The Development Strategy Of Xinjiang People's Broadcasting Station Music Radio

Broadcasting this traditional media has witnessed the development and change of The Times.In times change,the broadcasting frequency specialization is the product of market segmentation.With increasing of private cars and mobile to listen to the crowd,drive the prosperity of the broadcasting market,and the music radio,as one of the specialized radio frequency,the car listening to the larger market share,the rate is higher,and the traffic radio,news broadcast and other specialized frequency has been occupies an important position.With the popularization of Internet technology and the increasing competition in the media market,music broadcasting also faces fierce competition,and development strategy is of great importance.This paper USES the case analysis to the xinjiang people's broadcasting station music radio as the research object,in combing the existing development strategy,on the basis of related theories and literature of xinjiang people's broadcasting station music broadcast face the external environment,such as politics,economy,social culture is analyzed,and the internal environment,such as resource,capability,advantage and disadvantage are analyzed.In the current context of xinjiang,broadcasting as the party's position of public opinion has a crucial role,which is conducive to the development of broadcasting.Fifth part of this paper USES the SWOT analysis method to the xinjiang people's broadcasting station music broadcast the strengths,weaknesses,opportunities,threats,has carried on the comprehensive analysis,and put forward the growth strategy(SO),WT strategy(settlement),diversification strategy(ST),defensive strategy(WT).Finally this paper argues that the combination of strategy and diversification strategy method is most suitable for the xinjiang people's broadcasting station music radio,only to show product brand to expand the audience market and influence,thereby expanding the audience,bring more advertising revenue,so first around program product,type diversification strategy can bring program optimization and upgrading of the product.In addition,to take the initiative to adapt to market changes,the development of different areas of business,will take the initiative to change and reverse the status quo,emerging markets,and optimize the internal management,the introduction of professionals can make organization more flexible operation,so wt strategy can make traditional broadcast mode to be able to continue to grow.These two strategies are a solution to the problem of survival and a solution to development.This paper also puts forward the measures to implement the development strategy,including optimizing the localization management system and integrating the internal and external frequency resources.Establish and improve the program planning mechanism,and intensify the development of high-quality programs;We will actively promote the development of product quality and expand market channels for programs.The implementation of music broadcasting development strategy of xinjiang people's broadcasting station is divided into three stages,namely,the research and import stage,the control of the adjustment stage,the benign operation stage.Measures to ensure the smooth implementation of the development strategy include human resource protection,program product guarantee and technical environmental protection.