Media mix strategy

Author: Zhou Hongduo
Publisher:
Publish Date: 2005-04-01
Features: Media Mix Strategy Media mix is a comprehensive media phenomenon and a trend in the future development of the media industry. The emergence of multimedia and the internet has accelerated the pace of media mixing. Due to the integrated operation of media, it profoundly influences how people access and utilize media. This book analyzes the basic strategies that media mix should adopt and the practical significance of achieving media mix from the perspectives of media industry development policies, the overall trends in media industry development, new technologies in the media industry, and practical operations in the media industry. The outstanding feature of this book is its strong connection between theory and practice, making it highly practical and operational. Specifically, the significant features of this book include the following aspects: , it is comprehensive; by discussing the connotation of media integration, it clarifies that media integration is not merely a formal merger of entities or a simple reallocation of resources, but rather a complete integration of various factors at the economic and cultural levels. Based on this understanding of media integration, the book aims to cover all the variables that should be considered in media integration and, from these combinations, seek relatively optimal solutions for media integration. The book also provides detailed instructions on how to conduct specific media integration operations. Second, it is innovative; the innovation of this book is primarily reflected in its multi-level understanding of media integration. Media integration is a systematic concept—it is not just a formal merger but also the integration of resources within the media industry, the cross utilization of capital from different industries, the harmonization of the cultures of media or different media institutions, as well as the integration of the concepts and behavioral approaches of media professionals. This focus on the integration of internal culture within media is rarely seen in other similar books. Third, it is practical; the practicality of this book is reflected in four aspects: First, the issues analyzed in this book are all derived from actual cases and are common challenges in media integration. Second, the book does not simply introduce a topic but abstracts and generalizes it from practice, making it universally applicable. Third, the strategies analyzed and provided in this book are highly operational and not just vague descriptions, especially as they offer feasible suggestions for every aspect of integrated behavior. Fourth, the cases selected include both successful experiences and lessons from failures. These cases have significant impacts in the real-world of media integration and provide valuable insights for media integration. Fourth, it is rich in information: The book contains extensive descriptions of media phenomena, citing numerous new data and reports, which help readers understand the current state of the media industry from both qualitative and quantitative perspectives.