Study On Multinational Media Conglomerate’s Entering Chinese Media Market-case Study Of News Corporation

Since Chinese media market is developing very fast and becoming more andmore open, foreign capitals have already been invested into the Chinese market. Thispaper is trying to analyze the behavior of multinational media conglomerate’s enteringinto Chinese media market by doing case study of News Corporation, one of the mostinfluential media companies in the world.During the study, the paper will mainly use the method of case study. On thebasis of it, literature analysis method and comparative analysis method will also beused.There are four main parts of the paper.First, the paper concludes the assets of News Corporation and its worldwideexpansion strategy and approach. It’s obvious that News Corporation has keen interestin Asian media market, especially in Chinese market during the recent years. Thepaper also analyzes News Corporation’s strategic targets both in economy and culturetowards China.Second, the paper analyzes the reasons why News Corporation chooses Chinesemarket. The formation of Chinese media market as well as China’s entering into massculture era prepare for the entering of foreign media groups into China.Thirdly, the paper analyzes the process, methods and strategies of NewsCorporation’s entering into China. Four important moves of News Corporation, waysof capitals launching, strategy of localization, and the fruits News Corporation gets inChina have been laid emphasis on.Lastly, the paper analyzes the tendency of News Corporation’s development inChina and its impacts on China media industry.The value of the paper is that it is a case study of an important ongoing mediaissue. The complete analysis of the case of News Corporation has never been donebefore by Chinese scholars. The study will enhance the understandings ofmultinational media conglomerate’s way of operation and provide reference forChinese media industry.