Loral Research, Public Relations Strategy In The Chinese Market

Loral Skynet is an US satellite operator. It came into China in 2000,about 6 years ago. Like many other foreign telecom operators, Loral Skynetis still facing a lot of difficulties in China 5 years after China entered WTO. Trying to utilize the knowledge and tools acquired in the two-year study at UIBE International Business School MBA program, the author wishes to analyze the major obstacles that Loral Skynet meets in the Chinese market and find possible ways to overcome these obstacles so that Loral Skynet could obtain a larger market share.The author first introduces the Chinese satellite market, especially the major two segments: satellite telecommunications and satellite TV broadcasting. Despite the rapid development of these two major market segments, and compared with its overall advantages, Loral Skynet is not doing well as expected in China. The author then tries to use the market competition forces theory to analyze the competition environment, the policy environment in particular. A conclusion is drawn that the major obstacle that Loral Skynet faces is the industry policy adopted by the Chinese government. To overcome this obstacle, the author suggests that Loral Skynet should make an overall and long term plan for public relations in China because this is the only way it could gain a more favorable policy environment in the future. Half a dozen PR methods are recommended in the end.