“自古不谋万世者,不足谋一时;不谋全局者,不足谋一域! ”一直以来都存在这

样一个观念,任何事物即要在某一地区或者某一时间获得发展,则需要从整体上进行规

划。现阶段我国的电视媒体一方面很少有从整体上部署相关战略,另一方面相关媒体产

业很少实施战略管理,由此可以看出,结合区域性电视媒体来针对其经营战略进行相关

研究具有非常重要的意义。本文选择XS频道作为研究对象,通过对该传统媒体的发展

状况、相对于新媒体所具有的优点、所处环境等等进行全面探讨,然后在此基础上来重

新进行战略定位,并明确该战略实施的具体途径。

第一,本文立足于相关理论,首先界定了传统媒体以及新媒体的含义,进而对二者

进行比较,确定各自的优点;第二,以XS频道作为研究对象,从以下几个方面来对其

进行全面分析,即内部环境、外部环境、欧亿·体育（中国）有限公司发展状况以及所处环境等等;第三,经过

以上全面分析以后,确定传统电视媒体发展战略,并确定其定位、实施途径以及方法等

等。

经过分析后本文认为现阶段,XS频道在实施相关战略过程中,要立足于自身优势,

积极抓住机遇实现自身发展,其关注焦点应该为促进多元化业务,从而获得发展。与此

同时,XS频道还要建立以时尚节目为核心的多元化经营,其发展重点主要为以下两大市

场,即电视广告以及电视购物,以此来提升XS频道产业经营规模,获得更多的收益。

本文一方面能够为XS频道促进自身发展提供相应的建议,提出在互联网获得快速

发展的过程中,传统媒体产业应该如何进行自我定位,另一方面也提出了在今后的发展

过程中,传统媒体应该如何发展。本研究全面分析了传统电视媒体产业的发展状况以及

未来发展方向,并针对现阶段XS频道发展过程中存在的问题提出了相应的解决措施,

其他同类型传统电视媒体也可以从中吸取经验来实现自身发展。

关键词:电视台;战略管理;新媒体;XS频道

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华东理工大学硕士学位论文

Traditional TV media Strategy Management in Mobile Internet

Environment

using XS channel as research object

Abstract

There is always such a theory that anything you want to get development in one region

or in one time period,at first you need to make a whole plan. At the current stage of China's

TV media, on the one hand there is little related macro strategy deployment for the whole

industry, on the other hand rarely associated media industries implement strategic

management. That is the reason why it is very important to make business strategy related

research of the regional TV media. This thesis chooses XS channel as the research object.

Based on the comprehensive discussion about the traditional media development status,

relative advantages and environment that compared with new media this thesis makes the

strategy positioning and clarifies the strategy implementation route in detail.

First, this thesis defines the meaning of the traditional media and new media, in order to

determine the respective advantages of both parties. Second, it makes the following

comprehensive analysis on the XS channel as the observation object: internal environment,

external environment, industry development and its environment. Third, through the above

comprehensive analysis it determines the traditional TV media development strategies, its

positioning, implementation route, implementation methods and so on.

After the analysis this thesis describes that during the strategy implementation process

XS channel should use its own advantages and actively seize the opportunity to achieve their

own development. Their focus should be on the business diversification promotion.

Meanwhile XS channel should also establish a fashion program with the core of

diversification, the development focus is primarily for the following two main markets:

television advertising and TV shopping,in order to enhance XS channel operational scale and

get more benefit.

Regarding this thesis, on the one hand it delivers the solution for the XS channel to

develop its own business,in order to help the traditional media industry make its own

relocation during the rapid internet developing process. On the other hand this thesis points

out how the traditional media should make improvement in the future developing process.

This thesis comprehensively analyzes the traditional TV media developing status and its