Study On The Development Strategy Of Thai Communication Project In Thailand Of YNTV

It is a long-term and overall important work for news media to carry out international communication.In the new era,the news media should be more clear about its position and mission,to create new concepts,new categories and new expressions that integrate China and foreign countries,to create an international media discourse system,to develop and deeply integrate into the content production and communication sectors of the overseas media market.To help China better understand the world and let the world better understand China.To better demonstrate the self-confidence of Chinese culture to the world.With the emergence of numerous new technologies and applications such as mobile network,multimedia,virtual reality technology,live broadcast and short video,the technological changes and customer demands in the media field are changing rapidly,the competition in the media industry is becoming increasingly fierce.At the same time,the international expression of Chinese cultural elements is not yet in place,and the international discourse power of domestic media is generally absent,leading to the cognitive deviation and obvious misreading between the international perception of China and the objective development reality of China's economy and society,and the international image of China is still not consistent with the national power.This paper takes YNTV International Channel as the object to research on the its'communication project aiming Thailand TV market.Based on the research of the macro-environment of the project and the economic characteristics of the industry,this paper analyzes the opportunities and challenges faces by the international channel,and explores the development strategy of YNTV's communication project in Thailand.The research shows that in terms of users,content production,language and channels,the project is highly feasible in Thailand and has a large space for development.However,in the specific implementation,it needs to gradually localize products,marketing,human resources and other aspects in order to make the project to be steady in the Thai market.This paper puts forward some countermeasures and suggestions in the aspects of objectives,principles and steps for the project to expand in Thai market,which can also serve as a useful reference and inspiration for other media to conduct the international communication practice in South-Southeast Asia.