Research On The Development Strategy Of Shandong Radio And TV Industry Under The Background Of Media

With the rapid rise of internet new medias,propagation presents the trend of movement,social intercourse and video;boundary of medias becomes more blurry;contents of propagation are massive and fragmentary;communication pattern become more tridimensional and various;traditional media pattern is broke,and development tendency of convergence media has been formed.Under the development tendency of convergence media,traditional broadcast pattern and behaviors of contracting audiences' vision have changed;medias of broadcasting and TV encounter with the impacts from the loss on users,advertisement,talents,market shares;industry environment of media is under remodeling;new industry chain and value chain for media is forming.More and more traditional medias realize that they have to take precautions,actively embrace internet,participate in the convergence and development of media,and complete the transformation of new medias,to realize scale operation of media industry and intensive development,and to hold initiative in future competition on media industry.Take technology of convergence media as the guidance,grasp new opportunity of “internet+”,give play to the advantages of existing contents,develop copyright and channels,innovate commercial pattern,constantly expand new market based on advertisement and management structure optimization,and realize diversified development.Mirror the experience of excellent medias in China and foreign gained from industrial development,innovate institutional mechanism reform,establish new media group,introduce modern enterprise management system,intensify capital operation and risk prevention,and attach importance to cultivate and introduce excellent talents.As the traditional media which is transiting to new media,Shandong Radio and Television inevitably suffers the systematic risks brought by single profit model,and reconstruction of industry chain of lineal communication;new medias of internet force them to conduct convergence industry reform.The paper,based on researches on current situation of media convergence and industrialization development in China and foreign,conducts constitutive property analysis on the development status,internal and external environment of Shandong Radio and Television by comprehensively employing theories of industrial economics and management science,clearly points out the actual industry environment and level of industrial competitiveness at current stage,and clarifies the puzzles encountered by Shandong Radio and Television in the course of industrialization and market-oriented management.From the perspective of media,the paper presents targeted strategies for ideas of mathematics thinking,business model,system,talents,and capital,strives to find development patterns which are suitable for Shandong Radio and Television,and provides some thoughts to promote the process of industrialization of Shandong Radio and Television and improve its industrial competitiveness under the background of driving the development of convergence media.