The Growth And Transformation Of International Media Groups

Nowadays, the global information communication is governed by the international media corporations, which spread all over information industry chains from information gathering and production to information carriers depending on their deeper pockets and strong brand influence. Beyond doubt, the international media corporations play an important role in the world's politics, economy and culture.The object of this thesis is Bertelsmann AG. The research tries to probe into the growth and change of the international media corporations from the growth of the firm and organization change angles. The author selects the methods of case study, the document analysis, field survey and individual interview, and analysis model of management science (MS) to study the strategies and tactics of Bertelsmann. And through reviewing and reorganizing the development of Bertelsmann, the author tries to analyze the characteristics of the growth and change of Bertelsmann and to generalize the common characteristics and laws of the international media corporations. At the end, this research tries to provide a valuable reference to Chinese media corporations, which is helpful to their change from extensive to intensive development and their success from localization to internationalization.This research is divided into six sections. The first chapter is introduction, introducing the purpose and significance of study, the research methods and interpretation of concepts. The second chapter is literature review at home and abroad. The third chapter is to describe the states of international media corporations. The chapter?and chapter?are the most important parts of this research. The author tries to analyze the growth and change of Bertelsmann, and then get the laws of evolution both of Bertelsmann and the international media corporations. In the last chapter, the author tries to summarize the lessons from Bertelsmann, and to provide reference and feasible advice for the path selection of building international media corporation of China.