Research On The Imitating Convergence Of Children's Television Channels In Mainland China

Mimetic Isomorphism theory assumed that organizations would mutually imitate behaviors under market risk or a highly uncertain market, it is so called the phenomenon of imitation convergence between organizations. According to the mimetic isomorphism theory, the researcher of this paper examined the phenomenon of mimetic isomorphism in Mainland China's kid's TV channels. The researcher of this paper used content analysis, secondary data analysis, and intensive interviews as the research methods. The conclusions are as followed:1. There were mutual imitation situations existed between five kid's TV channels,and-the phenomenon of trait-based imitation was the most evident.2. The pursuit of "efficacy" promoted a "trait-based imitation" between kid's TV organizations.3. The pursuit of the "legitimacy" promoted a "frequency-based imitation" between kid's TV organizations.4. The pursuit of "innovation" promoted "outcome-based imitation" between kid's TV organizations. However, the researcher also found that the imitation and innovation of kid's TV channels were restricted by their market positions and resources.