| Media industry is a sensitive industry. Every objective situation or conditions changes requires the transformation of the media industry in content pattern, operation pattern,and profit pattern. The process of media to predict, discover and experience alteration is a trial for media reaction capability, innovation ability and conformity ability.Since 2005, media industry especially paper medium turned into a inflexion time by the influence of macroeconomy, foreign country's medium force and new media's competition. Media group need to seek a new breakthrough in conformity for resource and innovation of management model. Howbeit, media industry has impassable obstacle to make the hardness revolution in management model at system and configuration lay because of the pullulation in planned economic system. In order to elude this obstacle, the innovation in function aspect and resource links are needed, so, the outsourcing management in media industry is a suitable choose. Outsourcing is a new management model in media industry, and also a new subject in media research. This paper will take the real estate advertisement as the example, enter on the follow aspects, strive to solve these questions:Firstly, the management environment of media industry in China. Mainly analysis are in macro environment, external and internal competitive, to find the competition and challenge which the mass media face to, then put forward the transformation on management strategy what the media industry need to do.Secondly, necessity analysis for the media outsourcing. Take the real estate advertisement as the example, embark from the media content product specialized request and the media management low cost demand two aspects, analysis the necessity and superiority for the media outsourcing.Thirdly, the analysis of media outsourcing model. Using decision - making theory and model theory to analysing the cost, the income, the risk as well as dodge in implementation process, instructs the successful operation. |
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