I
独创性声明
本人郑重声明：所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果
据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的
研究成果，也不包含为获得 广东外语外贸大学或其他教育机构的学位或证书而使用过的材料
与我一同工作的人对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意
作者签名： 签字日期：20年月日
学位论文版权使用授权书
本学位论文作者完全了解 广东外语外贸大学 有关保留、使用学位论文的规定，有权保留
并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权 广东外
语外贸大学 可以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印
或扫描等复制手段保存、汇编学位论文
作者签名： 导师签名：
签字日期：20年月日 签字日期：20年月日
II
DEED OF DECLARATION
I,He Junjun, hereby submit my MBA dissertation for oral defense, entitled A Study
on the Transformation and Upgrading of the All-media Communication Platform in the
FS TV Station and truthfully declare that the above-titled case analysis is a product of my
original research investigation.
I further declare that, should the school eventually discover that a substantial portion of
my dissertation is lifted, into to, from original source, using exactly the words of the
author in more than 20% of the whole content, I reserve the right to Guangdong
University of Foreign Studies to recall my MBA Diploma and cancel the degree granted
to me.
Signed this day of2018/05/04at Guangdong University of Foreign Studies.
MBA Candidate
III
ACKOWLEDGEMENTS
Firstly, my deepest gratitude goes to Professor Zeng Yuran, my supervisor, for her
constant encouragement and guidance. She has taken me through all the stages of writing
my dissertation and without her conscientious and illuminating instruction, this thesis
could not be finished.
Secondly, I would like to express my gratitude to all my other teachers led me thinking
using a new methodso that I can have an insight to my work career, and whose lectures
have provided great inspiration and pleasure. Their insightful advice and informative
teaching have enriched my knowledge about business management and as a consequence
have widened my view of the academic world.
Lastly, my thanks should go to my family for their understanding and unwavering
confidence in me through all the years of my MBA course. I also owe my sincere
gratitude to my friends and classmates who gave their help to me and supporting me
during the the courses of the thesis.
IV
Abstract
The new media technology represented by digitalization and networking changes the
mode of information acquisition, business mode and media ecology. The author has been
working in a TV station in news, programs and operation since 2004, has experienced it
from initial stage of new medial technology to current days and have had reflections,
opinions and practices on a series of changes in TV stations.
The production mode, propagation mode, operation mode, and profit mode of the
traditional TV stations are encountered with the unprecedented pressure in the new era.
The occurrence of new media represented by network media, mobile phone and mobile
TV greatly changes the traditional media pattern, so that the glamorous urban TV stations
face up to the crisis of reducing audience rating and advertising revenues. Meanwhile,
facing to the fierce competition in the market, the shortage in the business operation
mode, capital scale and talents make urban TV stations stay in the unfavorable situations
in current days and future, especially for entry of business magnates in the video and
media industry. Under the new media ecology, all-media construction is a worldwide
topic. For example, British BBC and media institutions of China at all levels are
positively attempting exploration and practices.
General Secretary Xi Jinping convoked the news consensus forum in 2016 and
indicated that it is necessary to promote traditional media and new media, complement
each other’s advantages, realize integrated development, and create the new-type
mainstream media with diversified forms, advanced means and competitiveness through
the in-depth integration in contents, channels, platform, operation and management. The
Head of a broadcasting station in CCTV also pointed out that the new media has the large
market space and mainstream media can make a difference. The traditional media can be
integrated with new media to let audiences “fondle admiringly”!
The FS TV Station is a urban TV station along the Pearl River Delta before the
reform and opening-up policy. As the municipal media, how can it break through the
traditional central and provincial encirclement under the fierce competition with new
media How to solve a problem of survival and development All of these problems are。