摘要
当今时代,媒体格局正在发生深刻变化,媒体环境和传播格局的变化为广电媒
体带来了空前的机遇。党的十七届六中全会通过的《中共中央关于深化文化体制改
革推动社会主义文化大发展大繁荣若干重大问题的决定》,明确了广电4项重要任
务:组建国家级广播电视网络公司;建设国家新媒体集成播控平台;发挥各种网络
设施在传播中的作用,推动三网融合;大力发展文化产业,扩大文化消费。国家、
省、市都提出了文化强国、文化强省、文化强市发展战略,并出台一系列相关扶持
政策,广电面临空前的发展机遇。

与此同时,媒体形式和媒体产业,进入竞争发展时代,新媒体、大众媒体、社
交媒体、自媒体等不断挑战传统媒体的传统优势,广电媒体面临严峻挑战。

本文运用发展战略、企业竞争等相关理论,对国内的电视媒体现状做了简单的
介绍,回顾了珠海广播电视台近几年的发展情况,运用SWOT模型对珠海广播电视
台进行了详细的分析,从珠海广播电视台自身的现状提出发展战略,并根据发展战
略制定了详细的实施措施。

本文所提出的各种观点仅代表个人对珠海广电的粗浅展望,但传媒业高速发展
的机遇期内,以战略的眼光来设计规划广电未来发展是十分必要和迫切的。希望通
过文本论点的抛砖引玉,能够引起更多专业人士和广电员工关心珠海广播电视台,
关注珠海广播电视台的未来,促进珠海广播电视台的快速发展。

关键词:城市电视台、发展战略、战略实施
Abstract
Today,the media landscape is undergoing profound changes, changes in the media
environment and the pattern of communication has brought unprecedented opportunities
for radio and television media. The party39;s seventeen plenary session of six through the
CPC Central Committee on deepening the reform of the cultural system to promote the
socialist cultural development and prosperity of certain major issue decision, the radio
sand television 4 important tasks: set up a national radio and television network company;
the construction of national new media integration and broadcasting platform; play the
role of a variety of network infrastructure in the dissemination of, promote the
convergence of three networks; vigorously develop the cultural industry, expansion of
cultural consumption. National,provincial,city, put forward the development strategy of
cultural power, cultural industry, cultural strong city, and issued a series of relevant
supporting policies, radio and television is facing an unprecedented opportunity for
development.
At the same time, media and media industry, to enter the competition era, new
media, mass media,social media,since the advantages of traditional media constantly
challenges traditional media,radio and television media is facing severe challenges
In this paper, the development strategy of the enterprise competition theory, has made
the simple introduction to the current situation of domestic television media, reviews the
development of Zhuhai radio and TV station in recent years, the use of SWOT model for
Zhuhai radio and TV station is analyzed in detail, from the Zhuhai radio and television
station39;s own situation and put forward development strategies, and make the detailed
implementation measures according to the development strategy.
‘
All kinds of views presented in this paper represent only individual of Zhuhai radio
and TV superficial prospect, but the rapid development of the media industry
opportunities, strategic perspective to design planning and future development is very
necessary and urgent. Hope that through the text argument forward, can cause more
professionals and broadcasting staff concerned about the Zhuhai radio and TV station,
Zhuhai radio and television39;s future, promote the rapid development of Zhuhai radio and
TV station.
Keywords: City television station, development strategy, strategy implementation