The Study On The Star Strategy Of The Phoenix TV

This paper chooses the Phoenix TV as a model to discuss how the star strategy has been using, which is one of the most important reasons that leads to incredible success in a short time.First, the paper expounds that culture orientation of media itself, the limited region . policy and fund, and the successful experience of American star system urge the Phoenix TV to carry out the star strategy.Secondly, the paper discusses the concrete operation of the star strategy according to three key links of human resource management. Above all, it sums up three characteristics how the Phoenix TV selects the talented persons: 1.coming from all over the China; 2.good education enough experience and professional knowledge; 3.the diverse background of life and culture. Next, it analyzes three aspects how the Phoenix TV uses the talented persons: l.to design afresh their images to give prominence to the professional characteristic and personality; 2.to fix the position reasonably and create all sorts of programs based on their characteristics; 3.to temper and improve their ability through the living broadcast of hard news^ abrupt affairs and topic activity. Then it studies three factors how the Phoenix TV keeps the talented persons: l.to make them be very famous; 2.to offer competitive payment; 3.to give enough trust and required development space.Finally, according to the above, the paper indicates what the star strategy brings to the Phoenix TV is to mold the image effectively, to promote the brand value, and to earn substantive profits, thus the Phoenix TV can attract more elitists. This is a good cycle. Moreover, the paper also considers some hidden shortages of the star strategy, which are to increase the risk of the TV station, to cause the suspicion of vicious propaganda, and to mislead the career development of media practitioners. Then the paper puts forward three considerations: l.the importance of television brand; 2.the relation among environment, culture, system developments and education of talented persons; S.the larruping way about media survival and development.