| Summary: | 碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 97 === The research is aimed at the analysis of the strategy of Phoenix Satellite Television that how it successfully enters into China’s market,also creating a brand new and establishing influences in the global numerous media competitions as well which want to work upon the massive market.
Because the media belongs to the special profession, people call the media “ The Fourth Power”. For example, the US's Watergate, President Chen's overseas secret account, The 2008 Chinese milk scandal ,it constantly shows the media has a huge influence. The function of the media mainly had three operations in the past, including the governmental order publicity, education and entertainment, it acted the important addresser to supervise the government, reflecting the social opinions, the media not only can make the advantages and expose the irregularity, also can bring disasters to the nation and the people .
Therefore, the management strategy of how to create “profit” and “speciality” is obviously important under the governmental administration and the consideration of both-side of the commercial benefits and essences.
Phoenix TV has earned itself many acclaims since it established for 13 years :In 2008," the most valuable 500 brands in China " by the World Brand Lab, Phoenix TV was ranked No.2 of the Mass Communication industry by 23.429 billion RMB brand values, in September it was known as the same year in Hong Kong, the Phoenix TV was also on board of " The Asia's 500 Most Influential Brands"；being the only one TV media of the "Most Respected Companies Of China" for seven years consecutively hosted by The case study research center of Beijing University and 《Economical Observation Newspaper》,Phoenix Satellite TV has also continuously been on Asia Week's “Top 500 Chinese Business Chart” for seven years.
The success of Phoenix TV, is not only the media achievement, Mr. Liu Changle, the Group's Chairman and CEO, has also won numerous awards such as “Media Talent”, “Captain Of The Industry”, “The Most Creative Chinese Entrepreneur in Asia Pacific”、”The Leading Content Provider of Chinese Program”. In July 2004, Mr. Liu was appointed Justice of the Peace (JP) by the government of Hong Kong Special Administration Region. In March 2005, Mr. Liu became a member of the Chinese People's Political Consultant. The boss of the media gains various honors by the media power。
How does Phoenix TV which is a foreign satellite media succeefully develop in China ? The strategy and experience can be a reference to the other foreign medias which want to march in China.
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