New Media Empire: Brands, Capital, and Industrialization in a Competitive Landscape

Author: Zhi Yingmin
Publisher:
Publish Date: 2005-08-01
Features: Brand can be considered as the "microphone" in the media value chain, enabling media to have a louder and clearer voice, reaching further. Capital is the driving force behind the industrialization of the media industry. Only by skillfully managing capital can one emerge victorious in the fierce competitive tide. In the era of media integration, should one proactively seize resources and integrate them, or passively wait and be at the mercy of others? The new generation of media professionals, facing intense market competition, must make decisive strategic decisions and also execute them effectively. The Chinese media industry is entering a post-heroic era, which will be a time to showcase the power of teamwork. Media resources are the foundation of market-oriented operations. In the era of financial intelligence, whoever possesses resources and can effectively integrate them will win the favor of the market. The new media competition era relies more heavily on knowledge and wisdom, and demands stricter rationality and scientificity in media operational structures. This is not an era of individual heroism, but rather one of cultural choice and scientific operation. Based on domestic and international media theories, and by studying typical cases such as Qilu Evening News, Chengdu Business News, Huaxi City News, Xinmin Evening News, Nanfang Metropolis News, and Shenzhen Press Group, this book proposes new integration strategies, hoping to provide inspiration for media professionals and researchers.