擁有超過十三億人口的中國，是跨國媒體集團 (TNMC)在全球版圖的擴張中不可忽略的市場。本研究整合資源基礎理論、多角化、體制理論的觀點，探討在中國重重法規的限制下，擁有龐大資源的跨國媒體採取何種市場進入策略，如何跨足新媒體及其他產業，以策略聯盟回應在地化需求，以發揮資源整合的能力，求得綜效。

本研究取徑質化研究方法的「文獻分析法」和「深度訪談法」，並以個案研究法，就環境、資源、在地化三項領域，發展研究命題與建議。本研究提出，跨國媒體在中國娛樂事業的發展，環境的不確定性與其多角化進入新事業領域和與當地合作夥伴採取非股權性策略聯盟有正向關係；另外在資源整合方面，跨國媒體集團與傳統媒體的合作，傾向採互補之非股權聯盟形式，與新媒體的合作則多採資源分享的形式；在地化回應方面，相較於與當地新媒體之合作，跨國媒體集團與當地傳統媒體之聯盟有較多在地化之努力。

Internet and mobile wireless as emerging content distribution platforms have not only redefined the traditional media market, but also influenced the business strategies of the transnational media corporations (TNMC) that are expanding their operations into the “new-media” system in another country. The purpose of this study is to explore how global media move from the traditional television distribution channel to the Internet and mobile wireless platform in the country of China and what strategic patterns of alliance they engage to obtain sustainable competitive advantage. Applying a resource-based view (RBV) framework of analyzing strategy and employing a case study approach, this study investigates the formation and evolution of strategic alliances for the U.S.-based TNMCS in the marketplace of China and discusses how their resources were aligned with their local counterparts’ resources in marketing their content products.
The alliance involving Time Warner, News Corporation, Disney, and Viacom were examined. Cross-case analysis identified six alliance patterns, including the importance of content-distribution resource alignment, the acquisition of local knowledge resources, the strategic alliances between TNMCs, the decrease of equity-based alliances, the complementary role of property and knowledge resources, and the necessity of uniting resources that enable the local responsiveness of video-related products.

CHAPTER 1: INTRODUCTION 1
1.1 MEDIA GLOBALIZATION AND TRANSNATIONAL MEDIA CORPORATIONS 1
1.2 WHAT IS “NEW MEDIA” AND WHY IS IT IMPORTANT TO TNMCS? 4
1.3 GLOBAL MEDIA’S NEW MEDIA INITIATIVES IN CHINA 9
1.4 CHOICE OF CHINA AS THE RESEARCH CONTEXT 13
1.5 GAPS IN CURRENT LITERATURE 15
1.6 PURPOSE OF THE STUDY & RESEARCH QUESTIONS 17
1.7 STRUCTURE OF THE DISSERTATION 18
CHAPTER 2: LITERATURE REVIEW 21
2.1 TNMCS’ MEDIA-SPECIFIC CHARACTERISTICS 21
2.2 INTERNATIONAL BUSINESS THEORIES 22
2.3 RISK AND CONTROL 24
2.4 TNMCS’ MARKET ENTRY IN CHINA 26
2.5 RESOURCE 29
2.6 THE RESOURCE-BASED VIEW OF TNMCS MEDIA’S STRATEGIC ALLIANCE 34
2.7 TNMCS’ COMPETITIVE RESOURCES IN CHINA 36
2.8 RESEARCH QUESTIONS AND THEORETICAL FRAMEWORK 42
CHAPTER 3: MEDIA INDUSTRIAL ENVIRONMENT IN CHINA 45
3.1 BARRIERS 45
3.2 TELEVISION INDUSTRY 45
3.3 INTERNET CENSORSHIP AND CONTENT CONTROL 48
3.4 THE OPPORTUNITY IN MOBILE WIRELESS 50
CHAPTER 4: METHODOLOGY 52
4.1 QUALITATIVE RESEARCH 52
4.2 CASE STUDY 55
4.3 CASE SELECTION 57
4.4 DATA SOURCES AND COLLECTION 57
4.4.1 PERSONAL INTERVIEW 58
4.4.2 INTERVIEW DESIGN 58
4.4.3 INTERVIEW INSTRUMENTS 59
4.4.4 INTERVIEW PROCEDURES 59
4.4.5 EXISTING DOCUMENTS 59
4.5 ANALYTICAL METHOD 60
CHAPTER 5: RESULTS 62
5.1 INDIVIDUAL CASE ANALYSIS 62
5.1.1 TIME WARNER 62
5.1.2 DISNEY 65
5.1.3 VIACOM 69
5.1.4 NEWS CORPORATION 71
5.2 CROSS-CASE PATTERNS 74
5.2.1 ENVIRONMENTAL FACTOR 74
5.2.2 RESOURCE AND TYPES OF ALLIANCES 76
5.2.3 DEMAND OF LOCAL RESPONSIVENESS 77
CHAPTER 6: CONCLUSION 79
6.1 FINDINGS 79
6.2 MANAGERIAL IMPLICATIONS 80
6.3 CONTRIBUTION OF THE PRESENT STUDY 81
6.4 LIMITATIONS AND FUTURE RESEARCH DIRECTIONS 81


REFERENCES 83


APPENDIX 97

APPENDIX 1: List of Interviewees 97
APPENDIX 2: Questionnaire Administrated to Interviewees 98
APPENDIX 3: Time Line Of News Corporation’s China Market Expansion 102
APPENDIX 4: Time Line of Disney’s China Market Expansion 105
APPENDIX 5: Time Line of Time Warner’s China Market Expansion 109
APPENDIX 6: Time Line of Viacom’s China Market Expansion 113

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