Media Competition Rules and Tools

Author: Zhang Liwei
Publisher:
Publish Date: 2007-01-01
Features: This book for the first time proposes the Ten Laws of Media Competition:
Three laws about media — planning for unconventional development in competition, synthesizing core and non-core competitiveness into real competitiveness, and opportunistic intelligence with information advantage;
Four laws about audiences — balancing a three-dimensional competition among audiences, opponents, and themselves, satisfaction as a blend of usefulness and enjoyment, audiences pursuing value maximization, either more economical or more outstanding to create competitive advantages;
Three laws about the media ecosystem — strategic management of four markets, the media industry as a transnational localization industry, and competitive advantages not entirely determined by the media internally but partially by external factors.
The book provides a detailed exploration of the application of these Ten Laws in media competition, discussing a series of cutting-edge issues in media competition.
Drawing on and applying Western strategic management, Eastern traditional strategies, as well as concepts from economics and marketing, the book conducts interdisciplinary and multi-perspective research on media competition. It analyzes numerous examples of media competition both domestically and internationally and meticulously develops various tools specifically designed for media competition.
With theory guiding practice, the book is highly readable and facilitates easy generalization. It offers further material for theoretical reflection and refinement, as well as abundant historical resources, practical laws, and strategic tactics for real-world operations.
This book is suitable for media leaders, consultants, practitioners, as well as media researchers and students and faculty in university news and communication programs.