摘 要
当今时代，文化已经成为经济发展的原动力, 成为经济社会发展的重要支撑，在综
合国力竞争中的地位和作用更加凸显
。广播电视产业作为文化产业的重要组成部分，
具有科技含量高、环境污染小、资源消耗少、产业链条长、发展潜力大、带动能力强等
特点，符合国家转变发展方式、调整产业结构、优化产业发展的总体部署和战略规划，
已经成为我国经济的重要增长点，正逐步发展成国民经济的重要组成部分。全国广播电
视产业发展己全面启动，作为中国广播电视产业最基础、数量最庞大的力量，地市级广
播电视台的产业发展是整个行业产业进程的重要组成部分。随着推动文化大发展大繁荣
战略的明确、广播电视产业发展趋势的确立和实施“黄蓝”两大国家战略、建设生态文
明典范城市的新形势，产业发展成为东营市广播电视台面临的现实选择，东营市广播电
视台应当制定和实施怎样的产业战略，是一个十分重要而紧迫的任务。

本文首先对广播电视产业战略及其相关理论进行了系统梳理，介绍了研究背景、研
究意义，阐述了战略管理的基本理论，提出了制定和实施产业战略的原则和流程；其次，
分析了东营市广播电视台的概况和现有的产业构成，探讨了其目前存在的主要问题和产
生问题的原因；再次，在对东营市广播电视台产业战略外部环境和内部资源分析的基础
上，综合分析东营市广播电视台产业发展所面临的机会与威胁、优势与劣势，利用 SWOT
模型分析，总结出东营市广播电视台产业战略方向、战略目标；最后，在前面分析论述
的基础上，提出了促进东营市广播电视台产业战略实施的保障措施。研究表明，本文提
出的东营市广播电视台产业战略及实施的保障措施切实可行，进一步丰富了关于地市级
广播电视台产业战略的研究，具有重要的应用价值和实践意义。

关键词：广播电视，产业，战略研究

Abstract
Today, culture has become the driving force for economic growth as well as an important
support for economic and social development, therefore playing an increasingly important
role in the competition of comprehensive national strength. Along with the establishment and
development of China’s socialist market economy system, China has been more closely
involved in the process of global integration. With the rapid growth of this new economy
represented by information technology, the broadcast and television industry, a major
component of the cultural industry, has become an important growth point in China’s
economic development. The broadcast and TV industry presents the features of high-tech
content, little pollution, low consumption of resources, long industrial chain, great
development potential and strong momentum. It conforms with the master plan and strategy
of China’s efforts in the shift of development mode, adjustment of industrial structure and
optimization of industrial development, and is gradually becoming an important part of the
national economy. With the development of the national broadcast and TV industry, city level
broadcast and TV stations, as the most fundamental part of it with the largest number, makes a
significant part in the development of the whole industry. The strategy of realizing the grand
development and prosper of the cultural industry has been clearly set out, the development
orientation of the broadcast and TV industry was pointed out and the goal of implementing
the Yellow and Blue Strategies and constructing a model eco-city has been mapped out.
Against that backdrop, industrial development has become a practical choice for Dongying
Broadcast and TV Station. What kind of industrial strategy to formulate and follow has
become an important and urgent task.
The thesis first conducts an introduction of the industrial strategy for the broadcast and
TV industry and its related theories, including the background and significance of conducting