THE STUDY ON URBAN TELEVISION NATIVIZE STRATEGY
ABSTRACT:The urban television is a important media channel and imformation source in the urban resident’s daily life. At present, The development of urban television is faced with the competitive pressure from central, province and outside media. It’s badly in need of finding a development way which adapted itself’s condition. By analysing the urban television’s macro ,medium and micro environment, we can find that the nativize strategy of urban television meet the closing property and can make full use of competitive advantages.Using resouse and ability theory in enterprise management we can structure the frame of the study on urban television nativize strategy. By means of exploiting resourse of content,thus make core ability. Moreover, by using audience and advertisement resourse effetively then strengthening own content and diffuse characteristic then improve the adapting ability. At last, By integrating the creativity resourse and finding new profit space to realize the motiving ability. The urban televion can through finding development in various industries then form the core competitive ability. Also can perfect own competitive advantages to establish and enlarge the divengence of competitive power in order to form own nativize development road.
Key words: urban television;nativize; resourse and ability
