China's Broadcasting Industry In Innovation And Development Of Countermeasures

In the surging competition among mass media in China, the broadcast business is faced with challenges from both traditional media such as newspaper , television and those newly-arising ones featured by internet, whereas globalization and the employment of new technologies have given birth to many chances to it. Thus journalists in this circle have to face the fact concerning coping with the challenges and meeting the opportunities.This paper is based on innovative theory and integrated marketing theory, covering strategic environment analysis and SWOT analysis and other analytic methods. It first presents a picture of the threats and chances that Chinese broadcast business is facing from a perspective relating to political and economic environment, globalization and medium competition. Then it switches to the deep exploration of the key problems such as mechanism and the awareness of market and the notion of brand etc. emerging in the developmental process of this industry., and presents the significance of them on a sustainable development in broadcast field.And then part of the contents are devoted to the introduction and study of the successful experience attained in the developmental history in broadcast home and abroad. In China , Guangdong Radio Station and Shanghai and Beijing Radio Station have developed their own ways and thus become models in the innovative development of this kind. And the unique market orientation and intense specialization and cross-medium marketing in foreign broadcasting also serve as a good example.In the last parts, also the most important parts of this paper, great details are given to the exploration of the strategies in innovation and development in China's broadcast business, based on the innovation theory in management.The author's conclusion after the analytic research: innovation is necessary to obtain a sustainable development within Chinese broadcast business, a break of the mechanism, the system is also needed, the establishment of the modern enterprise system count as well. We should serve our audience better through technical innovation, maximize the effects of the communication of both and program and advertisement through market innovation, create more better programs to enable broadcast programs to create values for the audience through content innovation.. Meanwhile, broadcast business should also take the advantage of internet and mobile phone, digital broadcast and blog, etc. to ensure self development along with meeting...