MARKETING MIX EVALUATION OF PHOENIX SATELLITE TV
Introduction ¡§As the Chinese connection, Phoenix Chinese Channel is the window to the world for the Chinese global community and is renowned for its international quality and unique presentation.¡¨ Source: The Television Asia Satellite and Cable Annual Guide As one-fifth of the world¡¦s population speaks Chinese, the potential of the Chinese-language television market is enormous and there is great potential for the growth of audience rating and advertising, for these huge opportunities there are several television companies arose in China in recent years, one of the most successful companies is the Phoenix Satellite Television (short for Phoenix). Phoenix is a Hong Kong-based television broadcaster that its vision is to link Chinese communities to each other and to the world through Chinese language news and other information. It features a broad mix of programmes, ranging from political and economic news, current affairs through talk shows, film and music reviews to movies and miniseries of both Chinese and foreign origin. Today Phoenix has successfully grown into a digital multi-channel platform. Its channels include the Phoenix Chinese Channel, the Phoenix Movies Channel, the Phoenix InfoNews Channel, the Phoenix North America Chinese Channel and the Phoenix CNE/ Channel, which broadcasts in Europe. According to a research conducted by MeiLanDe Information Company of Chinese National Statistical Department in BeiJing from August to September in 1999, the Phoenix Chinese Channel had watched by 41. ... 1% of whole Chinese TV viewers, especially in Beijing, Shanghai, Guangzhou, and Chendu, its viewers reach to 90. ... This report will focus on the marketing mixes that are mainly used by Phoenix in Mainland China, which contains its largest potential market. Through the analysis of its STP factors and ¡§4Ps¡¨ factors, evaluating the marketing effectiveness of Phoenix TV. The overview of Chinese TV market In 1980s, the early years of China¡¦s political reformation and economic opening, the major TV Medias were all fully controlled by government, because the nation¡¦s economy and the people¡¦s average education were all in a comparative lower level. ... The market segmentation of Phoenix Generally speaking, the television is a kind of Geographic Culture Product which means people who have the same history, language, culture, religion, will have the close direction and features in consuming the culture products, nowadays this kind of culture market including developed and developing market around the world can be mainly separated into European TV market, Arabia TV market, Latin America TV market and Chinese TV market. Market segment of Phoenix can be easy to see in its vision, it concern with the whole Chinese communities that people who speak Chinese and share the same Chinese culture both in China and all over the world. ... The target market of Phoenix According to its market segment, the Phoenix aims at two types of specific markets. They are the audiences (people who want to gain information) and the companies and organizations (people who want to communicate with others) ƒÜ Target audiences As we can see in a national research (Appendix 1) which conducted by Phoenix Magazine from 2002 to 2003, the target audiences of Phoenix have the following features: 1 People are younger and affluent, specifically at age between 15~34 2 People are well-educated, specifically above college level 3 People who have the considerable purchasing power, specifically above 1000 RMB revenue per month. ... Product positioning Because Phoenix focus on the whole Chinese and international market, it tries to build up an imagination of national-class TV station inside their target consumers. And now it positioned its product and service in a top level among all its competitors, especially in the following areas: ƒÜ Unique: both in outside appearance (program style, program arrangement, and program production, etc) and inside core value (like quick reaction to latest news, program content, etc) ƒÜ High quality: using sophisticated facilities to provide audiences continuous and comprehensive information in almost all aspect of the society ƒÜ Brand value: according to Gallup research report which is on the ¡§fortune magazine¡¨ in October 1999, Phoenix was positioned as a famous international brand, which was in the same range as MacDonald¡¦s and even higher than those international brand like GE, Ericsson, HSBC, in China mainland.