The Marketing Analysis Of Media Entertainment Industry In PRC

The global cultural entertainment industry is one of the fastest growing industries in 21th century. Not only the capacity of the market reaches 1,200 billion us dollars, but also possesses very high potential. Year 2005, China gross consumption of entertainment industry was approximate at 550 billion RMB.Entertainment in every level of market is everywhere: from sales, branding to marketing, the entertainment marketing becomes the victorious weapon. Super stars become the entertainment power to boost the marketing. And this is commonly used as one of the methods to run the marketing promotion for many enterprises.For this experimental economy age, the relationship moves the business. The customers are not only buying the products or services, but also expecting the entertainment at the same time. Therefore, no matter what products or services are sold, the core of business is still the outstanding performance. The success business must be settled on the relationship with the audience—and with this point, there are many businesses select the super stars based on their characteristics as their brand representative.The effect of entertainment spirit can be the cause of the technology warm up, the oil get closer to human beings and hamburger becomes the teenagers'happiness. If a business or a brand would turn them up with the stronger competitiveness, the entertainment spirit would be one of the methods to help them getting more efficiency. In the twenty first century, the business core is the entertainment. The technology changes the world, the entertainment changes the businessThe coming of entertainment spirit has washed away all direction of business administration, operation, marketing tactics. In the completely new age, the business culture and behavior are all changed. The business operation tactics must be completely on the technical level of how to connect with the consumers'relationship level. And for the relationship level, the entertainment spirit is definitely showing its full capability.When the entertainment spirit becomes a new trend of this new age, the definition of business competitiveness has the following change. We have to use another point of view to understand the core of marketing—the marketing is not just selling things to the consumers, but coloring with the entertainment as a kind of product injecting into the relationship factor. Creating a kind of atmosphere of happiness to make sure the consumers achieve happiness at the same time and initiatively purchase the products.After China enter the WTO, PRC local and global market take one step closer. The competition between the large PRC media and multinational media is the international competition within PRC local market. In the present, the development of PRC media is still at the beginning level. It depends on the local market, people and other resource policy manipulation. But, intangible asset/resource of PRC media is basically in shortage and become a serious problem.To develop PRC entertainment media industry, the policies are introduced as below: First,"Content is the ACE", creating PRC own entertainment media brand.Second, apply the capital management, seeking in outsource capital. Third, keep track closely to the new technology to shape the cross media industry chain structure.Fourth, the specialty training on human resourceThe double entry book keeping and commercial bank in 400 years ago, the usage of parts & accessories and the steam-driven engine in 200 years, electricity and telecommunication in a hundred year ago, digital revolution in 30 years ago, for all of these revolution makes the world society wealthy as a huge move and getting into every of culture and economy. For my predication, in nearly future, we will experience the age of"Economical Entertainment". Especially for this current age, it is attracted and will be very fast rising and developing entertainment media industry. By this industry, it must be a big bang effect to our lives. Following the occurrence of PRC joining WTO, the world economy is becoming as one. PRC entertainment media industry must prepare itself to confront with the challenge of in and outside country and welcome the brighter future.