Phoenix Tv Marketing Strategy Analysis

TV as an important major mass media, it broadcasts news and messages to guide the masses and to serve the audiences as well. Due to the quickly development in the economy, the media industry in the China main land part, does not meet the market enough. The majority TV programmes do not apply the marketing strategies and not consider the profit benefit too much. Therefore, the competition in the mean time increased heavily. However, the experience of the running way from the Phoenix Satellite TV, which set the profit as the basic rule for the running would help the issue a lot.The year since1996, Phoenix Satellite TV has been running for15years. During these years, it became the most influential and powerful Chinese media. With the differences of the other majority Chinese TV media, Phoenix Satellite TV was famous in the aspects of its TV programs targeting, marketing as well as the managing. From the past researches, it believed that Phoenix Satellite TV mainly applied the business strategies of brand management, differences targeting as well as low costs. Based on the pervious researches, this article pointed out that the Phoenix satellite TV successfully applied the media influence strategy. This article stands on the point of media management and marketing, analyses the strategic marketing mode of Phoenix satellite TV. This article employed the theories including the PEST analyze; Michael Porter’s Five Forces Model as well as the SWOT analyze. It wishes to inspire the TV media management and development in the future.This article is including five parts. The first part provides a general background of Chinese TV media development especially in the aspect of media marketing and management and the past researches about the Phoenix satellite TV. The second and third parts are mainly discussing the marketing strategies that Phoenix satellite TV used. The fourth part is analysing the current competition situation of Phoenix satellite TV. And the Fifth part is the conclusion about the Phoenix satellite TV business strategies. Such strategies aim to be the experiences for the other TV media’s running.