Research On The Strategy Transformation Of City Television Stations

In recent years,with the rise of new media,the impact of television is questioned.Many TV stations are exploring ways of future development.The competition between different TV stations becomes fiercer and there is obvious differentiation of market positions.Due to limited coverage,shortage of funds,and other factors,compared with China Central Television(CCTV)and provincial stations,city TV stations are witnessing many obstacles,thus having strong desire for transformation.As the local government is implementing “smart city” project,one of the major ways of transformation is to participate in city service so as to gain more profits.This paper takes the Qingyuan Broadcasting and TV Station as an example to study the strategic transformation of city TV stations from the perspective of medium strategy management.This paper is divided into five chapters.In Chapter I,Introduction,the main issue-the transformation of city TV stations—has been put forward.Definitions have been made for key concepts such as “city TV stations”,“strategy”,etc.Corresponding literature review has been summarized.Two major theoretical basis in this paper are introduced: “(media)strategy management” and “resource base”.In Chapter II,considering the policies and backgrounds,the transformation goal of Qingyuan Braoadcasting and TV Station has been identified: to become “top-class regional modern media in the country”.The SWOT analysis takes limited coverage,local advantage and competition avoidance into consideration.It is specified that Qingyuan Broadcasting and TV Station should take the target-oriented competition strategies in their services.Chapter III takes a look at the current service of Qingyuan Broadcasting and TV Station and finds out that its service doesn't exactly match with the strategies.And the service of “smart city” can benefit the competition strategies carried out by the Station and help it to realize the transformation goals.“Smart City” is expected to be the “star business” and the key for strategic transformation.From this,the inevitability of Qingyuan Broadcasting and TV Station choosing “Smart City” construction as its way of transformation.Chapter IV comments on the outcome of “Smart City”,the key business for the strategic transformation of the Station,from the following aspects: thinking transformation,long-term planning,profit-earning,and regional impact,so as to discuss the problems occurred during the process and put forwad the countermeasures and suggestions.Chapter V summarizes the main theoretical fruits of this paper.Qingyuan Broadcasting and TV Station takes “Smart City” as the key project and seek for breakthroughs based on it in order to realize strategy transformation,which is to some extent typical and can be refered to by other stations.The research show that “Smart City” has the potential to be the main business leading the transformation of city TV stations.The strategic transformation and service matching of the media should be based on its own resources,and the implementation of new businesses will be beneficial for the media to expand their resource channels.