The Study Of Phoenix TV Culture

Phoenix Satellite Television Holdings Ltd (hereinafter as Phoenix TV) is a public limited company owned by its Chinese founder Mr. Changle Liu and international media tycoon K. R. Murdoch. Being a main television broadcaster to Chinese audience around the world, Phoenix TV has established distinguished cultural model and is taken as the Chinese CNN by western countries for twenty years since its founding. Phoenix phenomenon, Phoenix Model, Phoenix Strategy and Brand have been followed by Chinese mainland medias; its successful model has been studied as a popular issue in the field of Chinese TV culture.Phoenix TV has presented outstanding and distinguished features in the area of culture, economy and media as following:1.Phoenix TV has been a Chinese traditional cultural advocator and propagator rather than a media.2.Culture has been taken as the core competitiveness in its Being Different marketing strategy and brand marketing model.3.Its operation based on culture has been proved to be in conformity with media operation principleAApplying western media marketing strategy, Phoenix TV has combined Chinese mainland mainstream culture, elite culture and popular culture together to innovate its media localization strategy.This article studies and analyzes channels, programs, marketing and strategies of Phoenix TV to find and present its successful models and reasons based on current world and cultural background.Phoenix TV has adopted multi-development strategy including the combination of centralization and diversification in its media operation, globalization and localization in its media culture transmission, culture and marketing in its media marketing, diversity and individuality in its media values. Phoenix TV has created its own culture and value—media diversity.Based on aesthetics,media communication science, sociology, social psychology, audience psychology, management science and economics, the core culture and value of Phoenix TV—diversity has been analyzed and studied following the research approach of micro/macro and courses-exploring. Finally, the conclusion has been made as following: cultural innovation—combining various cultures and values to form a diversified culture plays an indispensable role not only in the media and various industries, but also in the harmony society building.