Research On The Development Strategy Of X City Mobile TV Company Under The Background Of Media Convergence

In the context of media convergence,Under the impact of new media such as mobile Internet,the development of mobile TV company in X city,which takes public transportation,subway and other means of transportation as the terminal carrier is slow.With the increasing of terminal cost,advertising revenue,as the main source of revenue,grows slowly.Because of the development needs and policy pressure,X city mobile TV company began to build a multimedia matrix as early as 2013,because of its weak operation ability of new media,backward concept of media convergence,and lack of overall planning of the enterprise,it can not change the situation that the media form is single and the degree of integration is not high,which is not enough to meet the development needs of media enterprises in the background of the media convergence era.Therefore,this paper chooses X city mobile TV company as the research object of development strategy,combined with the common problems faced by the current media industry,using the methods of investigation,literature analysis,Potter five competitive forces model,PEST model,EFE matrix,IFE matrix and other tools,firstly,this paper analyzes the internal and external factors of X city mobile TV company’s media integration development,and sorts out the main problems of X city mobile TV company,such as the low degree of media integration,new media business lag and so on.After that,the enterprise media attribute is fully considered to plan the development strategy of the enterprise in the background of the media convergence era.Through Potter five competitive forces model,PEST analysis,EFE matrix and IFE matrix factor evaluation,SWOT analysis and QSPM matrix analysis,it is clear that enterprises should adopt so type strategy,that is,growth type strategy;Combined with the actual situation of the enterprise,it is further determined as the centralized diversification strategy;After that,through the progressive analysis,the development strategy of the enterprise is finally determined as:media convergence ecosystem strategy,media convergence ecological organization structure strategy,media convergence big database construction strategy.Through the joint implementation of the three strategies and the implementation of corresponding safeguard measures,such as the realization of cross platform integration,in order to meet the development needs of enterprises in the era of media convergence,enterprises will finally form a situation of deep integration and diversified development of other media sectors with mobile TV as the core expertise.I hope this paper can promote the evolution of the development strategy of X city mobile TV company,realize the sustainable development of the enterprise,and play a certain guiding and reference role for the development of mobile TV industry.