In order to expand global market share and enhance the benefits of economics of scale, Trans-National Media Corporations (TNMCs) exploits overseas markets actively. The Chinese region which contains more than one billion audience is regarded as an important target market by TNMCs. Taiwan TV industry which allows foreign investments is always the leading region of Chinese film industry and popular culture. On condition that analyzing the glocalization strategy of foreign satellite channels in Taiwan, we can construct the best operation strategy among Chinese regions. Therefore, we use case study method to investigate not only the business strategies of Star Ltd. Group¡¦s Channel[V] and Viacom¡¦s MTV Taiwan channel but also the synergy that parent company integrates from local resource. The research method for collecting data combines qualitative and quantitative method. Use literature analysis and in-depth interview for qualitative approach that acquire industrial data. And use questionnaire for quantitative that analyze the market response of audience to see whether they accept the positioning and strategy of Channel[V] and MTV or not. Finally, develop research conclusion and suggestion base on case study method.
Regarding research framework, we apply I-R framework and Institutional Theory as our theoretical basis. And divide three strategic perspectives to compare the operation of Channel[V] and MTV. We find that they operate in different ways among glocalization strategy and programming production strategy. The differentiation of Channel positioning leads to competitive strength. Besides, monitoring advertisement sales, product placement, road shows, integration of channel resource, and cross-media marketing campaigns can promote firm¡¦s operational performance. We hope our research conclusion and will help the following researchers and industrial managers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0809110-041735 |
| Date | 09 August 2010 |
| Creators | Hsiao, Yung-Hsiang |
| Contributors | Bing-Chiang Jeng, Cher-Min Fong, Cher-Hung Tseng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0809110-041735 |
| Rights | campus_withheld, Copyright information available at source archive |
Page generated in 0.0015 seconds