Study On Phoenix Satellite TV's Marketing Strategy In Mainland China

Phoenix Satellite TV (hereinafter called 'Phoenix') has made inroads into China's media market as the first international media company and has been successful in some sub markets. However, as a commercial TV media, it has been facing the challenge of how to establish a custom-made marketing strategy.The essay is a full study on the discovery of issues. The study started with analysis of its performance, mode and culture for the past years. It then concluded that there are some problem blocked its development. Such as limited spread, single revenue resourses, brand orientation faintness and products homogeneity with Chinese media. After a SWOT analysis of Phoenix by illustrating contemporary marketing strategy theory and methodology, China's media industry and relevant regulations, the essay pointed out the issues in its current strategies and recommended new strategy focus on the current regulations.The essay introduced the application of national and international Integrated Marketing. Analysing the trend of audience subdivision and the peculiarity of Web2.0 area, it concluded that the new strategy should focus on area of new media, and Advertisement Marketing Strategy should focus on audience instead of media, and traditional sales combine with network sales is available.On the foresaid subject, the essay concluded that as the target markets of Phoenix are economically developed areas and cities, its primary strategy should focus on using Internet and new media channels and actively cooperating with both other similar media companies and different media channel companies.The study, to some extent, is a useful direction of how Phoenix should position and how national media companies should meet the market challenge in China's future media market.