The Dilemma And Countermeasures Of China's Media Enterprises Cultural Integration

Corporate culture as an important component of the enterprise core competitiveness and symbol of soft power, which is the important means. of promoting strategic management, strengthening team building and achieving the business objectives. To the end of last century, although China's media enterprise began their process of innovation and set off to form groups and the media mergers for the most effective way of media consolidation craze, but after a part of media enterprises formed group, that has not materialize from the property to the overall mix of culture,there is a acute culture conflict within the group, has not improve the cohesion and competitiveness of the enterprise fundamentally. The reason, apart from the shackles of the traditional system, the original medium enterprises mixed enterprise culture, philosophy delayed, the single structure of personnel quality is also a major question. Therefore,in the background of global integration of the world economy for the further development, domestic and international media market environment has changed tremendously , and encourage more competition among media, if China's media enterprises want to acheive the objectives of further enhance the strength, gain a competitive advantage to grow in the goal, it must to integrate and upgrade the original culture to build a strong corporate culture organic systemBased on this, this paper analysis deeply on the plight and risk of China's media enterprises culture integration , in a targeted manner to a basic strategy of the media in our country's corporate culture integration:First, grasp the principles of the integration of corporate culture, that is systemic, adaptability, reference and the principle of combining innovation; Second, their core values, that is, people of this cultural orientation, innovative culture orientation, cultural orienorientation and brand team Cultural Orientation; Third, it is in compliance with conventional steps of corporate cultural integration, namely, culture careful investigation, choose a suitable integrated mode, and a common vision for the organization, improve the mechanism.