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Market Entry Modes and Determinants of Taiwanese Media Firms into Mainland China
In order to learn how Taiwanese media firms enter the Mainland Chinese market, this study was conducted for the following purposes. Revealing entry modes to China for Taiwanese media corporations and demonstrating influential factors of selecting market entry modes. Additionally, revealing market plans and strategies of Taiwanese media firms and revising market entry mode theory for further studies on media were also conducted. This study found that approximately one third of Taiwan’s media companies have entered the Chinese market. Taiwanese media firms have adopted several entry modes to enter the Chinese market depending on media regulations of both governments and their own market strategies. The rankings of influential factors on Taiwanese media firms’ entering China are based on media regulations, followed by the atmosphere of the local media market, the political variants, the economic situation, the production capability, and the internal factors of each firm.
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