Research On Business Repositioning Of Sichuan Radio And TV Network Based On Media Convergence

Many changes have taken place in the broadcasting industry from the supply side and the demand side in the digital age.The radio and television industry is faced with the general management and user retention problems of traditional media,and the interaction and adaptation of traditional services and the environment presents an urgent need to upgrade and evolve.The state's strategic design for the development of media convergence means that the broadcasting and television enterprises are in the optimal environment node to implement business integration and re positioning.Outside,there are government regulation in-depth guidance,new media economic space and residents' income consumption guarantee,cultural content consumption value sublimation,media technology evolution,new technology application macro power.Internally,the change of the user's reverse production requirement and the integration of competition and even cooperation pattern constantly prompts the change of the interest body boundary of Sichuan radio and television network business cooperation.Although the radio and television industry has the experience of implementing business reengineering of media convergence,it still reflects the ongoing need to upgrade the current business positioning,and it is an inevitable trend for radio and television enterprises to re-position their business.This dissertation has constructed an analysis framework of industry business portfolio circumstance and has given the verdict on the business opportunities and conjuncture brought by the circumstance from the standpoint of the media convergence,which consists of the national macro,industry status,competing benefits and audience requirements.With the analysis of Sichuan Radio and television network,as an idiographic case,this dissertation reveals the current business positioning dilemma from the internal and external adaptation and business status of the corporation,and draws on its pragmatic experience of media convergence,which provides a strong basis for the business repositioning of Sichuan Radio and television network,and also provides a guarantee for the enterprise's re positioning selection strategy and implementation suggestions.Sichuan Radio and television network has preliminarily accumulated some media convergence experience in the application of video VAS and "intelligent radio and television" industry.The predicament of the company's current business is the mismatch between business positioning and environment.Whether from the audience demand and competition and cooperation,or from the industry integration and internal supply,it means that the sub business matrix of the enterprise should choose appropriately in the positioning and integration.The relationship between this trade-off and media convergence is the re positioning condition of the company's business evolution path,strategic consideration of business portfolio and defining compendium of feasible implementation.Sichuan Radio and television network should rearrange the matrix business,and choose the direction of business relocation from the three aspects of technology content supply differentiation,industry application focusing on scale and terminal horizontal interaction.With the four paths of technology forging,content upgrading,operation expansion and subject creation,Sichuan radio and television network will evolve its business reengineering in the trend of media convergence,and implement feasible measures by reposition itself.It is hoped that,with the guidance of the national media integration strategy,The company individuals and the industry will break through the limitations of the original thinking,innovate the business positioning,and evolve into a strong media convergence comprehensive information service in the new era.This is not only the anti-epidemic war of the national public opinion position,but also the nirvana of the changing cultural information needs of enterprises for society and people.