A Study On The Market Competitive Strategy Of Focus Media

Recently,with the rapid development of technology,there has been increasing focus on new media.New media starts to get involved and play an essential role in people's daily life.Under the influence of new media,the character of media communication has changed from mass media to demassify media.In front of opportunities,as the new power of media industry,new media has been awarded the unlimited developing space.However,strong competitions and challenges come as long as the opportunities.This thesis investigates the marketing competitive strategy of Focus Media,which is the representative of media industry,by using various strategic theories and analysis tools parts of this thesis.The first part briefly reviews the development of demassify theory,demassify media industry and companies.In the second part, PEST and Michael Porter's Five Forces Model have been adopted to analyze the environment of competitive strategy for Focus Media.The third part summarizes the development of competitive strategy theories and states the influence of Michael E. Porter Competitive Strategy and Blue Ocean Strategy theory to the Focus Media's choices of competition strategies.The last part proposes the suggestions for Focus Media's implementation of competitive strategies in the future on the basis of analysis from previous parts.The suggestions mainly focus on channel integration, service integration and capital operation.This thesis aims to provide the innovative idea and methodology for the future development of Chinese new media which is the representative for Focus Media and demassify media industry.