| Author: | Cheung, Wei-sing |
| Title: | Facing commercialization and marketization of the China television industry : how should Hong Kong players react |
| Degree: | M.B.A. |
| Year: | 2004 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Television broadcasting -- China -- Marketing Television broadcasting -- China -- Hong Kong -- Marketing |
| Department: | Graduate School of Business |
| Pages: | vii, 75 leaves : ill. ; 30 cm |
| Language: | English |
| Abstract: | Along with the economic growth, the China television industry experienced significant growth in the past few years. Evolution of the industry offers valuable business opportunity to foreign broadcasters. The aim of this report is to investigate the market position of Hong Kong players and recommend the strategy they should adopt. The research starts from the macro review of the industrial environment, which includes study of the external factors and competition analysis. Behaviors of all seven Hong Kong players are then examined and by relating their experiences and performances to the strategic analyses, conclusion is drawn and that followed with my recommendations. The findings of the research have reaffirmed the prosperous business opportunity in China for foreign broadcasters; however, correct market positioning is essential for the success. Quality content and forming strategic alliance are regarded as the critical success factors, and the differentiation of the channel's identity is also considered essential in defining its market position. Finally, "Guanxi" is always a crucial factor when doing business in China. With no exception to television industry, foreigners have to invest considerably in developing Guanxi. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17727170.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.93 MB | Adobe PDF | View/Open |
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