Positioning Operation In The Media Industry And Case Analysis

Lots of media companies founded on excess profits of media in this century. As the fierce competition, traditional media have to concern about the way of management. Compared to traditional media, new media is a great extent benefited from the way of the operation successful. The concept of"positioning in the media business"is created in this market environment. This article is divided into four parts: 1. form the concept of"positioning in the media business"by analysising the current management in media and the comparison with international media group; 2. do a feasibility study before operating the positioning theory in our media industry; 3. go into detailed about how to operate the theory in major types media; 4. make an empirical analysis on newspaper, TV, magazine, broadcast, internet, etc. Generally speaking, the theory of positioning in the media business will benefit most of media companies. Media should combine their strengths to determine customer positioning and audience positioning, give up business and market opportunities not related to the positioning, then match media content selection , media management and media circulation perfectly, ultimately form the distinctive competence of the media.