A Study On Localization Strategy Of China's Broadcast TV Industry In Foreign Markets

Broadcast television industry is one of the most important part of China's Cultural industry. China's culture has profound history and extensive knowledge, but has little impact in the world. It is believed that China's broadcast television industry will have great role in the enhancement Chinese cultural impact in the world. Therefore, the study on the exploration of China's localization strategy in the foreign markets will be of great theoretical and practical implications.Aiming at increasing the worldwide influence and international competitiveness of China's broadcast television industry, the dissertation defined the concept of localization strategies in broadcast television industry, made classification of localization strategies, explored the impact of resource factors and institution factors in the localization strategies choice, and developed a systematic factors framework of localization strategies choice strategies. On the basis of theoretical framework, the dissertation analyzed the current operation status and the fundamental capabilities of China's broadcast television industry's internationalization, fixed the opportunities and threats faced by china's broadcast television industries in the USA markets, made comparative studies on the resource in Chinese and American television firms, and designed a localization strategies proposal for China's broadcasting television industries in USA markets. The contents are in detail as follows:(1) with the combination of international business theory and international marketing theory, the dissertation defined the concept of localization strategy in broadcasting television industry. According to the industry chain's characteristics, the dissertation classified the localization strategy and discussed its inherent characteristics.(2) on the basis of institution based view and resource based view, the dissertation proposed a factors framework influencing the choice of localization strategy, and developed 7 kinds of combinations strategy with different degree of content localization and distribution strategy. Furthermore, the dissertation explored the feasibility of strategic alliance for the developing country's firms'localization strategy in developed country markets.(3) choosing typical firms, the dissertation discussed the status and problems of internationalization activities of china's broadcasting television industry, and explored the international competitiveness of china's broadcast television industry on the basis of diamond model made by Porter.(4) the dissertation made analysis on competitive environment in USA market from the following five aspects:market potential, industrial structure force, consumer's behavior, culture and governmental regulation.(5) the dissertation made comparative analysis on resource capabilities between American firms and Chinese firms. The 8 kinds of resource included Channel resource, content property resource, equity-based resource, financial resource, multifunctional resource, viewers resource, new technology resource and international resource. It is concluded that china's firms have great resource disadvantage compared to their American counterparts.(6)on the basis of factors framework influencing localization strategy choices, and considering the characteristics of American institution environment and the resource distance of china's firms compared with American counterpart, the dissertation explored the localization strategy of china's television firms in USA markets. The strategy design included the "three-stage" localization arrangement, the choice of strategic alliance and the supporting mechanism in subsidiary activities.