Viacom's Business Strategy, As Well As The Revelation Of The Chinese Media

Mass media is one of the most vigorous industries now. Since the 1960's, western medium industry has adopted development idea and development model of Conglomerate that was popular in economics circle. AOL-Time Warner, Disney, Bertelsmann, News Corporation, Viacom are the five biggest medium conglomerates. It is necessary to study their development strategies for Chinese media because the latte may use them for reference.The article mainly studies Viacom. After introducing its property constitution and its business in China, this article goes straightly to the theme, that is, to analyse the development strategies of Viacom. This article sums up five strategies, i.e. Merger and adoption strategy, integration strategy , globalization and localization strategy, diversty strategy, brand strategy. Any research is to serve practice. The third part of the article discuss what Chinese media can learn from the experience of Viacom from three angles. Firstly, China should establish comprehensive medium conglomerates that are cross-district, cross-industry, and cross-medium. Secondly, Chinese media should open up new ways of collecting capital, and our government should allow media to go on the market, to set up share media. Thirdly, some strong media should engage in other trades. Fourthly, set up some strong and important media brand.