The Research On Developing Strategy Of Hunan TV Station In The New Media Environment

With the development of Internet technology and mobile terminal technology and popularization,the new media are playing an increasingly important role in our life,more convenient,rapid user experience brought the number of users by leaps and bounds,also caused some challenges to the development of traditional media and threats.This paper taking the literature research,summed up the traditional television is facing the challenges and opportunities,and summarizes the experience of failure before television transformation and using PEST analysis summarized the traditional media characteristics of macro environment.Secondly,case analysis,this paper analyses the case of Hunan satellite TV to transform-Mangguo TV,summarizes its development course,competitive advantage and development strategy.According to the successful case of mango TV,this paper puts forward the transformation of traditional TV media under the environment of new media,the main points of the first to develop content unceasingly,improve product quality,the second integrated industrial chain,and multimedia integration development,attach importance to the role of talent,again from the whole media personnel deployment,finally,should implement the brand strategy of differentiation.