Transnational Media Group In Globalization Era

This thesis is trying to offer some useful ideas to better understand the reformation of china media industry and the competence with the transnational media giants by describing the history of transnational media giants and analyzing their managing strategies and competing advantages.This thesis includes five parts. The first one aims at generalizing the international background of transnational media groups and analyzing the relation between media and internationalization. The history of internationalization runs parallel with the expansion of capitalism. The desire to raise value is the internal power of internationalism, and the development of communication technology arms internationalism with external conditions. The commercial media have both two virtues so that they can get more shares in the international market.The second part describes the process of the transnational media development. From the point of ownership, the western media, esp. the media in U. S. A, underwent a process from commercialization to privatization then to centralization. From the point of media appearance, it went through single media and media mergence and multiform media group. From the point of the development of media, it experienced free competence stage, centralization stage and monopolization stage, and finally became transnational media group with the support of economic and political powers. The third one focuses on the competing advantages of transnational media groups. From the angle of external environments, the economic policies and laws and the support given by the administration formed the policy advantage of media groups. From the angle of the understanding of internal values, the western media workers believe in objectivity, impartiality, and individualism, which give media authority and public attention and form the internal values. It also analyzes the main characters of scale economy in transnational media groups from the point of media economy.The fourth one analyzes the mergence strategy, products, marketing strategy of media groups in the light of media management. It analyzes the reasons and powers and main forms of mergence, and it assesses the influence given by financial problems and predictions during the process of mergence. This part also probes into the characters of media products and the brand strategies by the means of analyzing brand management, market location, and brand marketing etc.The last part studies the Chinese strategies of transnational media groups and China' s responding strategies. On the matter of Chinese strategies, the thesis categories two ways foreign media enter into China, content and technology. Theyhave took the strategies of political relation and localization, and infiltrated into China market step by step. Faced with their challenge, the thesis holds the opinion that Chinese media industry should make the best use of the short-term policy protection to limit the advantages of foreign rivals, and meanwhile learn their modern experience so as to increase the internal development of China media industry on the basis of China' s reality.