4P analysis of Phoenix Essay

The success of capital of Arizona major planet Television starts with the immaculate localisationing. According to research, in 2011, the coverage of phoenix Chinese Channel in southern China including Gudgeon and Axing province make whoopieed a dominant put down among completely the beas In China. Meanwhile, presidential term and enterprise network have turn over the main channels for people to watch genus capital of Arizona TV. More than 65% of people have watched genus genus genus capital of Arizona Chinese Channel through administration cable network specialisedally. The number is lock away gradually increasing in recent years.As it is dated on the 201 2 Annual newspaper of capital of Arizona Satellite Television Station Holdings Limited, the dally viewing of Phoenix Chinese Channel among vocation executives rose 28% year-on-year, and maintained as the fourth or so popular channel compared with CATV General, CATV News, Dragon TV and so forth. Phoenix Chinese Ch annel as well as Phoenix Infernos Channel as well as cods a high level of audience watchfulness in offices and hotels where people who enjoy high income such as world-wide manager, CEO and partner of an organization are easy to be spotted. asunder from equines world, Phoenix TV has also gained its popularity in political field. Ghana oddment, the member of the Political Bureau of the CPA Central Committee, described Phoenix TV as his old friend, praising the contribution that Phoenix has do to promote pagan communication between China and western world. Therefore, having examined all the char shameristics of TV population, it is not hard to find the clear market cleavage of Phoenix.Individuals who own high educational background, possess a high position with high income are carefully targeted, which earns the information and news content score Phoenix TV have been made to satisfy the tastes and interests of this group of viewers. By doing so, Phoenix defines exactly who they want to discover, making itself stand out from many another(prenominal) other TV channels in Greater China. Based on its well-positioned target market, Phoenix has built some solid strategies from different perspectives to reach its audiences effectively.First of all, it is the product that is the essential part of any company and the most direct link between customers and an organization. The most important products of Phoenix, apparently, are computer programmers. Phoenix TV, including 6 channels, contains a variety of programmers, ranging from political and financial news and rate of flow affairs through live broadcast and talk shows to films, music reviews as well as mini-series in both China and unknown regions. Programmers of Phoenix are quite comprehensive and insightful, especially In Phoenix Chinese Channel.Besides Its core products, Phoenix has made an effort in multi-media curriculum. Phoenix New Media Limited, one of the subleases of Phoenix, has formed a partnersh ip with the British bare Corporation and the National Film Board of Canada successively to provide foreign regaining on Phoenixs digital media platforms in China. At the same time, Phoenix Metropolis Holdings Limited engages in the outdoor media business In China by offering outdoor advertising service on giant-sized LED panels.Since the net income tofu developing multi-media products indeed helps Phoenix to remain competitive in this new age. Another system that Phoenix employed to adapt to the new marketing environment is to think global, act local. The launch of Phoenix CANE and Phoenix North the States Chinese Channel could serve as a great example. guidance on the overseas Chinese, tot two channels contain some(prenominal) well-known programmers such as Asian Journal and Good daybreak China, as well as some in-house programmers including Europe Today and fellowship America.Whilst those well-known programmers are responsible for the brand building of Phoenix and care ov erseas audience informed on the situation in China, in-house programmers gibe the demands of understanding the local life of foreign countries. That is to say, local news and cultural information provide a practical help towards overseas Chinese. due to the successful use of marketing strategy, Phoenix is now experiencing the maturity crumble in its product life cycle after the process of understructure and step-up. The story of Phoenix is about to reach its climax.The Phoenixs strategy of pricing is not uncommon in media industry. As the Phoenix Satellite TV has grounded in Gudgeon Cable TV Network, each family totally needs a set-top box and 25-RHOMB monthly fee to subscribe the Phoenix TV. As for the products via other media platforms, the price of Phoenix Weekly has been raised because of the growth of production cost, but the sales are not largely affected. Basically, ceremonial occasion Phoenix TV programmers online is free. If people would like to pay ARM monthly, they could enjoy all programmers in high-definition format without any advertisement.The third significant factor, place, or specifically scattering, could influence the sales of products greatly. Different products need different distribution strategies. In the case of Phoenix TV, as a satellite broadcaster, the ancient distribution method is by Assist AS. However, unsurprisingly, there is another modal value in mainland China. As Ill Change mentioned in the interview with the capital letter Post in 2005, only hotels, universities and certain state employees were supposed to receive Phoenix, but students began installing satellite dishes illegally to pick it up. The censorship is still strict, but it would not dampen the enthusiasm of people to watch Phoenix. Although the specific approaches in mainland China, Hong Kong and other countries are slightly different, the main distribution strategies could be divided into two categories direct distribution and confirmative distribution. The traditional tv set and magazines allow people to obtain the news content and information from broadcasters directly, whilst the Internet become the middleman during the process of distribution.TV programmers could be seen on the formal website of Phoenix, and readers could find the magazines article in APS. With the advancement of Internet, indirect distribution may become the most common distribution strategy of media products. Among all the TV stations. In this sense, the most crucial strategy is to spend a penny in- house celebrities covering hosts, reporters and commentators. Sally We, Chin Lulu and Tiger Huh, they are all superstars that have been made by Phoenix. Their strong personal dah not only becomes the symbol of themselves, but makes their programmers as personal brands.In other words, the individual image and reputation have been related to the programmers closely. Therefore, it would be a situation either double-win or double-lose. Besides, the use of cultura l celebrities has also become a wise choice for Phoenix to improve its reputation. Hosting the programmer Eight Minutes Reading, Liana Wended, for instance, successfully attracts more attention from his previous readers. by from this, social media has been considered as a useful platform for promotion. Like many other TV stations, Phoenix owns various accounts on different platform including, Webb and Weight.