Localizing TAM To Meet Industry's Needs Utilizing Mixed Methodology In The Chinese TV Market

Paul Wang, Matthew Brosenne and Makiko Taniguchi
CVSC-SOFRES MEDIA

Introduction

In 1978, the Chinese Communist Party, under the leadership of Deng Xiaoping, embarked on a programme of rapid economic development. Since, over the last two decades, the reforms have proceeded gradually, first being led by Deng, then Jiang Zemin, and now his newly elected successor Hu Jintao. Central to these reforms have been the introduction of market competition to many areas of economic activity, which has consequently produced vast and rapid social changes. In particular, increasingly permeating market activities and values have resulted in various contradictions in post-reform Chinese society such social condition is most symbolically depicted by the term 'socialist market economy.'