Emergence and Development of the Chinese Media Mix

Comparative Case Studies of Game Studios in China

Abstract

The present studies focus on the business model in the media industry which is prevalent in various media conglomerates in Japan, North America as well as Europe being known in Japan as “media mix.” Based on the assertion of Contingency theory, if China’s business environment (the present paper include a broader definition of Chinese speaking nations) is distinctly different than those of Japan, North America or Europe, then the media mix if being practice at all, may emerge and developed in its own terms. The studies then focus on several Chinese digital game publishers and compare and contrast similarities as well as differences. The studies conclude that there is the distinction in how the media mix being practiced and developed among Chinese game studies throughout years of the industrial development, confirming the claims made by the contingent theory scholars.