Contents

Ⅰ　Thematic Research on Chinese Media

1　Thematic Studies on Chinese Media【Li Benqian, Liu Qiang】／001

Abstract: General report find that, through the statistical analysis from the scale, structure, competitiveness and other indexes of Chinese media, the international competitiveness of Chinese media shows the following features: export scale rapidly grows; international competitiveness of the media as a whole has continued to improve but only reached the international average; export share of Chinese media core products and service is low; the international competitiveness of Chinese media products has declined year by year; trade deficit of media service has been improved, etc.

Keyword: Chinese Media; International Competitiveness; Trade Deficit; Export Share

Ⅱ　Research on Chinese Media Product

2　Research on Chinese Media Product【Liu Qiang】／041

Abstract: Media products chapter includes four sub-reports, and studies the four types of media products of the international competitiveness, which are audio-visual media, new media, publishing media,and music media. We find that Chinese audio-visual media products in 10 years from 2003 to 2012 in international competitiveness have been at a disadvantage position. Chinese new media products have obvious advantages in the international competition, their specialization degree is higher, and their contribution to the Chinese media products in international trade business is large, but their competitiveness declines significantly. Chinese music media products have obvious advantages in the international competition, their specialization degree is higher, but their competitive advantages are not better than new media products. Publishing products show some international competitive advantages, but the advantages are not obvious, meanwhile publishing international market coverage has expanded.

 Keywords: Media Products; International Competitive Advantages; Specialization

Ⅲ　Research on Chinese Media Service

3　Research on Chinese Media Service【Liu Qiang, Luo Mengyu】／098

Abstract: “Media service chapter”includes four sub-reports, and studies the four types of media service of the international competitiveness, which are advertisement, market research and public opinion polls service, personal culture and entertainment service, computer and information service, royalties and license fees associated with creative industries. Although Chinese advertisement, market research and opinion polls service are not at a competitive disadvantage, their advantages are relatively weak. Chinese personal culture and entertainment service are at a competitive disadvantage at most of the time in ten years, their competitive disadvantages are not obvious, and the international competitiveness is still on the decline. Core Media Service - royalties and licensing service, has been lack of competitive advantages in the past 10 years, and the international competitiveness is very weak. Chinese computer and information service have gradually made some international competitive advantages, the speed of enhancing its international competitiveness in 10 years is very fast, and we can expect that it will continue to grow at a higher speed.

Keywords: Media Service; Royalties and Licence Fees Service; Competitive Disadvantages

Ⅳ　Research on the Media in Hongkong, Macao and Taiwan

Abstract: “Research on the Media in Hongkong, Macao and Taiwan” chapter include three sub-reports which research the international competitiveness of the media products and service in Hongkong, Taiwan, Macao respectively. The international competitiveness of three cross-strait media respectively shows the following characteristics: the weakness export growth of China Hongkong products, the overall competitiveness stands a neutral level even has a slight decline. The media service has been at a disadvantage in international competition, lack of core service—Royalties and licence fees of the international competitiveness; The media products of Taiwan has changed from the lack of competitive advantage to a competitive advantage, the enormous progress of media service although lack of international competitive advantage, and disadvantage of 10 years has not been significantly improved, the core competitiveness of the media service,  the proportion of exports distribution close to the developed countries ; Macao media has disadvantage in the international competition, its international influence is very small.

Keywords: Hongkong, Macao and Taiwan, media international competitiveness

4　Evaluation of the International Competitiveness of the Media in Hongkong

　　【Liu Qiang, Tang Xicao】／141

5　Evaluation of the International Competitiveness of the Media in Taiwan

　　【Liu Qiang, Tang Xicao】／169

6　Evaluation of the International Competitiveness of the Media in Macao

　　【Liu Qiang, Tang Xicao】／195

Ⅴ　Comparative Research on International Media

Abstract: International Comparison includes three sub-reports, which compares about China with the developed countries, neighboring countries and developing countries. United States and Britain are on behalf of developed countries. Japan and South Korea are on behalf of Neighboring Asian countries. Russia and Brazil which belong to Bric are behalf of the developing countries. Through the comparison of the data, we can find the main characteristics as following: the international competitiveness of Chinese media products has gone beyond America , Britain, Japan, South Korea and Bric Countries, but the competitive advantage is shrinking; the international competitiveness of Chinese media service has big gap between the British, America, Japan and India; the data shows that media industry has become an international trend; service level of specialization of royalties and licensing fees in developed countries is very high and has a monopoly advantage in the world .

Keywords: international comparison, media, International competitiveness index

7　A comparative Research on International Competitiveness  of Media between China, USA

　　and UK【Li Benqian, Liu Qiang and Luo Mengyu】／207

8　A comparative Research on International Competitiveness  of Media between China, Japan

　　and Korea【Li Benqian, Liu Qiang and Luo Mengyu】／250

9　A comparative Research on International Competitiveness  of Media in BRIC Countries

　　【Li Benqian, Liu Qiang and Luo Mengyu】／289

Ⅵ　Exploration and Recommendations Chapter

10　Research on How to Boost International Competitiveness of the Chinese Publishing

　　【Fan Jun, Wang Yang, Xu Jin, Deng Yang, Shang Ye and Xi Huijiao】／331

Abstract: With the development of China’s publishing industry，the trade deficit gradually reduced,and the international competitiveness has improved. However it is still difficult to enter the international mainstream distribution channels as to China’s publishing. And china’s publishing is in the lower position than Europe and America. Based on the analysis of the achievements and gaps，this paper put forward to the following suggests，such as the content development as the core，the research of international consumer habits，digitization.

Keywords: Publishing; International Competitiveness; Going Global

11　Based on AHP Evaluation Model of Radio and Television Media Competitiveness

　　【Shi Yuting】／338

Abstract: Combining theory of competitive advantage, the relevant literature review the core competence theory, media function theory, by the method of AHP, data analysis, based on the existing literature, according to today’s media environment, through questionnaires, interviews with experts, etc. establish a measure of competitive electronic media evaluation model, and given the weight of the index system. In Shanghai, Hunan, Zhejiang three broadcast media group, for example, studies comparing differences in competitiveness.

In this paper, a detailed case study of SMG, after a detailed analysis of its basic and advance reform initiatives, advantages and disadvantages of the status quo and explore its traditional radio and television media as the basis for the development of comprehensive cultural media group representatives to adapt to the situation and continue to seek greater development . The main conclusions of this study are the following two aspects:1, build evaluation model and index system to measure the competitiveness of the broadcasting media, and as the main research method gives AHP weights. 2, with SMG represented traditional broadcasting media-based comprehensive cultural media on how to further develop recommendations: First, deepen the reform of institutional mechanisms, establishing a modern enterprise management system; second is to strengthen all-round cooperation to cope with the fierce competition in the industry; The third is to enhance the spread of power, strengthen the core competitiveness; Fourth, to promote the integration of media, to embrace the Internet.

Keywords: Analytic Hierarchy Process Broadcasting Media Competence Theory Model Index System

12　Research on the Difficulties of Entering the Chinese Cultural and Creative Industries as to

　　Entrepreneur in Taiwan and the Ways of Industrial Cooperation Between Mainland China

　　and Taiwan【Xu Bifang, Dai Yufang】／421

Abstract: The market of the cultural and creative industries has been matured in mainland China nowadays. As a near part to the mainland, Taiwan shares the common mother tongue with China. The vigorous creativity in Taiwan also benefits a lot from its multicultural environment. With the developing of economy and culture, it will be the tendency for the industrial cooperation between Mainland China and Taiwan. Owing to the political system, Chinese government has played an important and leading role in advancing the cultural and creative industry. Few successful cases could be found in the cultural and creative industrial merging process.

The paper is mainly focusing on the difficulties and experiences in the advancing road. Several conclusions could be drawn from the research:(1) The cultural and creative industries in Taiwan are scarce of the knowledge in the industrial policy and legal provisions in Mainland China.(2) The cultural and creative industries in Taiwan are deeply depended on the support of the government of China, especially on policy level.(3) A whole set of educational training and drills including the latest information and articles of law is an urgent need for the cultural and creative enterprises in Taiwan getting into Mainland China.

Keywords: Cultural and Creative Industries; Entrepreneur From Cultural and Creative Industries in Taiwan; Mainland China Market

13　The Strategy Research of Chinese Games’ Path in Thailand Market【Jettanar Chanmano】／442

Abstract: The purpose of this study was to research about Chinese online games situation in Thailand market and localization strategy between game developers and publishers’ relationship, integrated marketing communication strategy for Thai gamers, analyzed their lifestyle and problems occurred.The research expected to know Chinese online games’ situation in Thailand and improve localization and effective integrated marketing communication strategy.

This research was a quantity research, samples were invited from social networks platform and finding students from 4 universities, included a middle school in Bangkok which totally 300 people; 166 male and 134 female. Most average ages between 18-25 years, high school or undergraduate level. Most careers were students or staffs in companies. Most average monthly income was 3000 RMB and lower.Research tool for collecting data was questionnaires. Data analyses for statistics were frequency, percentage, median (xˉ) and standard deviation.

The result of research revealed among 5 online game developer’s countries (China, South Korea, Japan, United States and Thailand) ranked by Thai gamers from their satisfaction and levels of interest. Divide into online games platform, Chinese online game got Thai gamers’ satisfaction and level of interest in No.4. By game genre, Chinese online game also got Thai gamers’ satisfaction and level of interest in No.4.

The research also revealed the most affect for choosing Chinese online game factors for Thai gamers were other countries’ comics or fantasy novel contents, game update continuously, Thai language translation accuracy and wide varieties of in-game items selling.About marketing communication tools, game websites or online games’ social networks advertisement, game publishers’ social networks or game update news, chat application’s stickers and chat applications, including online games show have the most influence for Thai gamers.The most problems occurred was Thai language translation lacks of quality. Otherwise, the least affect was Chinese online games quality.

Keywords: Chinese Online Game; Marketing Communication Strategy;Localization Strategy; Thailand Market; Lnternational Competitiveness