The Study Of Differentiated Strategy Of Satellite TV In China

Nowadays, the majority of our satellite media, which have homogeneous style and content with other TV channels, lack of a clear audience position and still perform like integrated channels. However, domestic researches on TV media operations still concentrate in the question of industrialization and incorporating consortium. These studies could not give the fundamental solution to homogeneous competition. Since there was a serious lack of research on the TV media operation, the theoretical foundation still fell behind the behaviors of the media. Although some media that face drastic competition have showed differentiated position and some of their experience has been record, the theoretical research lagged far behind the practice make their successes full of blindness and contingence. Therefore, it is necessary to study the suitable strategic management theories for the development of our TV media and to give the media reasonable thinking and strategic guidance. This thesis presents a general framework of the differentiated strategy that based on the strategic management theory to show the solution to the development of Chinese satellite media. Moreover, it analyzes the main problems of the practice and exploration of our satellite media in differentiated strategy and uses the case of Phoenix Satellite TV to support the theoretical basis this thesis proposed. The study riches the theoretical base of differentiated strategy and TV media operations and gives suggestions on the development of our satellite media.