Development Strategy Researches On Further Education Of Shangrao Radio And Television University

Shangrao Radio and Television University, located in the middle region of our country with underdeveloped economy, is now undertaking a peculiar task of energetically developing the diversified adult education and further education. Especially the government of Jiangxi province has made a development strategy under which Jiangxi province is to take the lead in growing up in the central part of our country and to become the industrial transfer base for the coastal developed provinces, University is confronted with new developing opportunity: enhancement of industrial workers' ability. This paper discusses what kind of development strategy should be establish when Shangrao Radio and Television University is under a new circumstance and new opportunity, and it also presents the opinion and views on the detailed implement measure of the development strategy.Firstly, beginning with the history, present situation and problems of the Shangrao Radio and Television University, the paper makes analysis and research on the external environment which includes macro-environment, industrial environment, and market demands of the university, by combining the theories of strategy management and competition. Meanwhile, the paper makes a detailed analysis on the internal factors, such as the university's management ability, teachers' condition, operating ability and education model, which may influence the establishment of the university's development strategy, and the characteristics of the university's further education, such as opening, association, popularization, service. Finally, with an integrated analysis of the strength, weakness, opportunity, and threat of Shangrao Radio and Television University by means of SWOT, the paper presents the development strategy, puts forward the strategy goals, such as university scale, speciality setting, teaching reform, and human resource, designs basic strategy scheme, such as band, diversity, innovation, and human resource, and gives out the detailed measures to carry on the strategy, including: to improve admission publicity and service, to energetically develop the further education, to enhance the management mechanism, to strengthen the reform and innovation of teaching, to reinforce the training and construction of faculty, and to build an atmosphere of the organizational culture.