Study Of Cultivation Of Media Star From Phoenix-TV To The Mainland's TV Station

There are plenty of resources to produce media stars in media enterprises. A star from one media enterprise is an important part of the organization's brand. Introducing star system and cultivating media stars is a strategic choice for most of the Mainland's TV stations now. Based on Phoenix-TV's successful experience, the author does some creative work on selecting and cultivating media stars for the Mainland's TV Stations.Through reviewing the background of star system been introduced into media enterprises, this paper promotes the idea that introducing the star system into Mainland's TV stations is of great importance to strengthen the organizations' brand construction and cultivate the organizations' core competence. The paper reasons later in theory why media star is important part of the media's core competence.Looking on Phoenix-TV as frame of reference, the paper summarizes its successful experience of cultivating media stars. After analyzing the shortcomings of media stars' selecting and cultivating of the Mainland's TV stations, this paper learns from Phoenix-TV and gives out some good advice to reform the Mainland's TV stations' mechanism of selecting and cultivating media stars.