Media Mix Strategy 1

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 mixification. Due to the integrated operation of media, it profoundly influences the fundamental ways 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 various levels, including 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 characteristics 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. From 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 internal resources in 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 patterns of media professionals. This focus on the integration of internal culture within the media is rarely seen in other similar books. Third, it is practical; the practicality of this book is evident in four aspects: First, the issues analyzed in this book are all derived from practice and are common challenges in media integration. Second, the book does not simply introduce a topic in general terms but abstracts and generalizes from practice, making it universally applicable. Third, the strategies analyzed and provided in this book are highly operational and not just vague descriptions, especially in terms of the operational aspects of integration, where feasible suggestions are offered for every task. Fourth, the selected cases 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.