4P analysis of Phoenix
The success of Phoenix Satellite Television starts with the accurate positioning. According to research, in 2011, the coverage of Phoenix Chinese Channel in southern China including Guangdong and Guangxi province enjoyed a dominant position among all the areas in China. Meanwhile, administration and enterprise network have become the main channels for people to watch Phoenix TV. More than 65% of people have watched Phoenix Chinese Channel through administration cable network specifically. The number is still gradually increasing in recent years. As it is stated on the 2012 Annual Report of Phoenix Satellite Television Station Holdings Limited, the daily viewing of Phoenix Chinese Channel among business executives rose 28% year-on-year, and maintained as the fourth most popular channel compared with CCTV General, CCTV News, Dragon TV and so forth. Phoenix Chinese Channel as well as Phoenix InfoNews Channel also receives a high level of audience attention in offices and hotels where people who enjoy high income such as general manager, CEO and partner of an organisation are easy to be spotted. Apart from business world, Phoenix TV has also gained its popularity in political field. Zhang Gaoli, the member of the Political Bureau of the CPC Central Committee, described Phoenix TV as his old friend, praising the contribution that Phoenix has made to promote cultural communication between China and western world.
Therefore, having examined all the characteristics of TV population, it is not hard to find the clear market segmentation of Phoenix. Individuals who own high educational background, possess a high position with high income are carefully targeted, which means the information and news content of 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 reach, making itself stand out from many other TV channels in Greater China.
Based on its well-positioned target market,
Therefore, having examined all the characteristics of TV population, it is not hard to find the clear market segmentation of Phoenix. Individuals who own high educational background, possess a high position with high income are carefully targeted, which means the information and news content of 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 reach, making itself stand out from many other TV channels in Greater China.
Based on its well-positioned target market,
References: Phoenix Satellite Television Station Holdings Limited, 2012 Annual Report, http://www.irasia.com/listco/hk/phoenixtv/annual/index.htm. Making Waves, Carefully, on the Air in China. The Washington Post, 2005.