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TABLE OF CONTENTS DECLARATION ABSTRACT The China Media market is recognized as being one of the most complex and most large markets in the world. Media groups in China are struggling to improve their profits and market share. In such an aggressive environment, it is not easy to hold a very notable position for China media group. However, foreign media group's success is not entirely applicable to China media group. So the aim of this dissertation is to enhance China media group's competitiveness in comparison to cross-media group's development strategy. In order to examine the issue, the researcher selects different approaches, as document analysis, comparative analysis, positive analysis and normative study. Chapter two presents a review of the literature of media group, and its theory development. Chapter three gives an insight into the media group market of China. Chapter four takes the Group of Viacom for example and presents the success of the multinational media group. Chapter five includes the discussion of the main research findings. From the findings it emerged that foreign media group's management and development strategies are much better than China media group's. Therefore, to enhance China media group's competitiveness should take a series of reform strategy, including adjusting development policies, setting up cross-regional and large-scale multi-media group and building the core competitiveness. The aforementioned strategies provide some important significance. First, whether ideological or economic significance of sense, the media plays a vital role in a country. After accession to the World Trade Organization, China media industry will gradually open the market, which is an inevitable trend. Second, China media group is different from Western media group. It does not establish on the basis of capital and the market operation, but to rely on the formation of the executive power. So the majority of China media group failed to achieve good integration. Research on the subject has great value in China's national conditions. TABLE OF CONTENTS 1. INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 ........................................... 1.3 RESEARCH APPROACHES 1.4 STRUCTURE OF THE STUDY 2. LITERATURE REVIEW 2.1 INTRODUCTION 2.2 ................................. 2.2.1 Serialized media group 2.2.2 Integrated media group 2.2.3 ............................................. 2.3 MEDIA GROUP THEORY 2.3.1 .......................................................... 2.3.2 Media industry theory on Chinese scholar’s research 2.4 SUMMARY 3. INDUSTRY ANALYSIS 3.1 INTRODUCTION 3.2 ................................................................... 3.2.1 Development of China media group 3.2.2 ................................................................. 3.2.3 Questions of China media group 3.2.4 ......................................... 3.3 SUMMARY 4. COMPARATIVE ANALYSIS 4.1 INTRODUCTION 4.2 THE ENLIGHTENMENT OF VIACOM GROUP 4.2.1 Profile of Viacom group 4.2.2................................... 4.2.3 Enlightenment of China media group 4.3 SUMMARY 5. RESEARCH FINDINGS 5.1 INTRODUCTION 5.2 ................................... 5.2.1 To adjust development policies 5.2.2 To set up cross-regional large-scale multi-media group 5.2.3 ........................................... 5.3 SUMMARY 6. CONCLUSIONS AND RECOMMENDATIONS 6.1 INTRODUCTION 6.2 CONCLUSIONS 6.3 RECOMMENDATIONS REFERENCES LIST OF 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。