Under The Reform Of Cultural System Of Private Television Market Strategy

The cultural industry has been elevated to a national strategic perspective because of the "Twelve Five-Year" plan introduced, the film and television industry are facing with good opportunities for development.The State Administration of Radio has lifted many restrictions on the development of private film policy since 2003, film and television industry in China has developed rapidly. Today, private capital has become one of the most important parts in China's TV drama industry.It is no doubt that the Huayi Bros. Media Group as a leader in private enterprise is successful. In this thesis, I will focus on the Huayi Bros. Media Group and analyze its market strategy in the process of its development. This can be used for reference for the other private television companies.The first chapter introduces the current situation and the history of Huayi Bros. Media Group. The second chapter discusses the internal and external environment of the development in Huayi Bros. Media Group, focusing on market strategy. The third chapter focuses on brand reputation strategy of Huayi Bros. Media Group, analyzing what is the shape of a media company's brand reputation and what kind of effect can brand reputation bring to the media business. Chapter IV focuses on the acquisition and integration strategy of Huayi Bros. Media Group, searching for the most efficient ways.The thesis makes use of the literature survey, case analysis, comparative study and lessons learned method, and the use of mass media economics, management, and communication and other related disciplines and background knowledge to analyze the marketing strategy and decision-making of Huayi Bros. Media Group in the process of development, aiming to provide some experiences for other private enterprises in film and television.