The International Development Strategy Of Chinese Media Group

Globalization is becoming the characteristic of modern economic society. Just as what Roberta M. (1998) had said,“The business operational market shouldn't be restricted to a certain geographic area. Business operation not only expects the competition within its own area, but also that from around the world. Enterprises of all countries start to break through the limitation of nation, area or even itself, and compete with one another in the global market, to optimize the allocation of resources and search profit generator. With the background of economic globalization, government's policies strengthen the political orientation of“internationalization”. The relative policies of the internationalization of cultural and media industry has greatly fostered the enthusiasm of the international development of media industry. As an emerging industry, media industry, whose gross output is 490.796 billion in 2009, an increase of 16.3% over 2008.Though world economy is highly globalized, few media enterprises in China truly implement internationalization, and there are few theoretical researches on media industry internationalization. Especially media products are cultural ones, with the influence of culture discount, and media groups need think about the influence of cross-culture in implementing internationalization. Therefore, this paper uses the concept of Internationalization from Melin (1993), regarding it as goal market selection and entry mode choice. Based on cross-culture theory, Chinese media group as object, this paper will do some interdisciplinary research, focus on culture difference and goal market selection, cross-culture risk and entry mode, and want to explore some“Chinese feature”about international strategy, which will enrich the research area on interdisciplinary one.The main contents and conclusions of this study are as follows:1. Constructing the“Four Forces Model”of Chinese media group's internationalization motivesBased on Dunning's theory of internationalization forces, I had in-depth interviews with Chinese media group's relative leaders and staff, and did questionnaire survey on Chinese media group's internationalization motives. It turns out that the resource and strategy orientation of Dunning's internationalization motives cannot be adapted to Chinese media group's internationalization, while the market and efficiency orientation is identical to China's present situation. Through the factor analysis of the questionnaire, Chinese media group's internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group's internationalization motives.2. Examining the influence of cultural differences on the target market selection of Chinese media group's internationalizationThis paper studies on cultural differences based on the analysis of Hofstede's cultural dimensions. In accordance with the cultural distance calculating method of Kougut and Singh (1988), it calculates the distance of Sino-foreign culture. It collects some relative status on Chinese publishing enterprises'internationalization, taking the airline time of main cities at home and abroad as the geographic distance of two countries, taking GDP and environmental investment index as independent variable, and examines with demonstration the cultural distance, geography distance, and the influence of GDP and environmental investment index on the target market. It turns out that target market selection is in distinct positive correlation with cultural distance and GDP, in distinct negative correlation with geographic distance, and in inconspicuous positive correlation with environmental investment index. It analyses the influence of cultural differences on the target market selection of Chinese media group's internationalization. For one thing, Chinese media group's internationalization is late at the outset, low in standard, and poor in internationalization experience. For another, Chinese media group's internationalization is greatly affected by government's exogenous action, and it enters a target market with larger cultural distance, through advocating Chinese cultural philosophy and ideology, which is accordance with the empirical research on internationalization motives.3. Analyzing the methods for Chinese media group international goal markets selection and entry modes choiceThis paper studies the influential factor of the target market selection of Chinese media group's internationalization. From the perspective of a decision maker, taking into consideration the target country's risks, market attractiveness, entrance barrier and cultural similarities, it further enriches the relative theories of the target market selection of Chinese media group's internationalization, taking Decision Making Progress as dynamic decision making model. From the perspective of cross-culture risks, it constructs the index system of the entry mode decision-making of Chinese media group's internationalization. Following the method of AHP, it takes AHP as model of entry mode selection of Chinese media group's internationalization, making the entry mode decision-making of Chinese media group's internationalization more scientific and feasible, which is beneficial to the international market expansion of Chinese media group.4. Giving out four strategies of Chinese media group's cross-culture developmentThis paper explains cross-culture from the aspects of cultural differences, risks and conflicts, and researches respectively of these three aspects on target market selection, entry mode decision-making, and cultural conflicts process of Chinese media group's internationalization, thus constructs the cross-culture development pattern of Chinese media group. It researches on the promotion means of cross-culture development pattern of Chinese media group, and works out the four strategies: to optimize political environment, innovate media products, constructs media brand names, manage cross-culture in coordination. Then the paper gives some detail explanations about these strategies and implementation rules.The innovations are as following:1. Based on Dunning's theory of internationalization forces, with in-depth interviews on Chinese media group's relative leaders and staff, and did questionnaire survey on Chinese media group's internationalization motives. Through the factor analysis of the questionnaire, Chinese media group's internationalization motives can be concluded as four forces: force of government, market, brand name, and group, which altogether constructed the“four force model”of Chinese media group's internationalization motives. The“four force model”enrichs internationalization theory, which is innotive in domestic research area.2. Based on culture difference theory, the paper constructs the index system to test cultural distance and verifies cultural distance influence on Chinese media group goal market selection, then finding the mechanism between culture difference and market goal selection, which give theory support for Chinese media group goal market selection and make up the research deficiency in China.3. Based on Cross-culture competition theory, the paper analyzes the machenism, which is about cross-culture and Chinese media group international development, then gives Chinese media group cross-culture development pattern. About the pattern, the paper gives out four strategies to implement, which is helpful for competitive power and media soft power.