Research On The Internationalization Process Of American Media Firms

The process of economic globalization has become an unchangeable tide to worldeconomy. As a important component in various countries economy, the mediaindustry is also confronted with the development strategy selection.The dissertationstudies the American media firms by the theoretical framework of value chain analyzefrom the perspective of primary activities, support activities and margin&performance for the operation process of media firms, made a synthesis of theinternationalization progress of American media firms.Firstly, the dissertation reviewed the current situation of the internationalizationprocess of American media firms, summarized the four advantages forimplementation of the internationalization strategy: expanding sales in overseasmarket, producing the superiority of creativity, less affected by the culture discountphenomenon and advantageous scale effect. On the other hand, this dissertation alsosummarized the four constraints for implementation of the internationalizationstrategy: the culture intergration and transnational operating pattern intergration frominsde of the firm, the political barriers set by the foreign government and thecross-culture barrier from outside of the firm.Then, the dissertation concludes the current condition of the selection for targetmarket and the entry path for the internationalization process of American mediafirms, pointed out that the primary foreign target market for American media firm isCanada and Mexico from the North American Free Trade Area, and they will beregulated when they trying to enter other foreign countries due to the culture securityreasons.The American media firms will select its target foreign market based onmarketing and efficiency factors. The entry path for American media firms to foreginmarket can be grouped under the following three types: export of products，signed thelicence aggrement and oversea equity investment.Next, based on the central role of creativity flow in the operation of media firms,the dissertation constructed the media value chain operating model founded on thecreativity flow, and then divied the operating process of media firms into two partsthrough the newly founded model: the primary activities, and the support activities.The essential thought of Business Process Reengineering was introduced to theactivities and the content of each activity was reconstructed based on the features of media firms. The support activity consists of three parts: the human resourcemanagement system, the research and development system and the creaticvitymanagement system; and the primary activity can be divided into a production circleconsists of creation, production and manufacture, plus the dissertation system formedia products. Such classification makes it possible to research the operatingprocess of American media firms from the microscopic view under the background ofinternationalization.With the classification metioned above, the dissertation researches the seven partof the value chain system of American media firms mainly focus on the endowmentadvantage and management patterns, trying to analyze the competitive advantage ineach part of the value chain system, and then brought up the corresponding models oneach part of the system based on its own features. At last, designed a systemarchitecture and solutions for the American media fiirm’s internationalization processbased on Activity Based Cost Management and Enterprise Resouce Planning.Finally, this dissertation selected the samples form American listed media firms,conculated the relevant on the internationalization level and the proformance andfeatures of the American media firms for an empirical research. The result shows thatthe internationalization level was very slightly positive correlated with the firmperformance for the sample firms; the total size, the enterprise value change and theprofitability change of sample firms was statistically nonsignificant correlated withthe internationalization levels of sample firms; the internationalization level of samplefirms was slightly positive correlated with the total operating cost of samplefirms;andthe last, the goodwill of sample firms was statistically significant correlated with theinternationalization level of sample firms.In the end, based on all the research above, the dissertation provides threeadvises to the Chinese media firms who wants to implement the internationalizationsterategy, points out the remaining problems in the research, and mentions somefuture research potentials.