M-DSR Control Model's Study On Broadcasting Groups Of China

Broadcasting groups are the products of growing industrialization in China's broadcasting field. Collectivization-oriented reform is a significant measure taken by Chinese broadcasting companies with the aim of dealing with fierce competition from international media groups, optimizing its internal structure as well as improving efficiency and competitiveness. This reform in the past 10 years has greatly liberated the productivity of broadcasting companies and changed the pattern of development of them. However, too much emphasis on ideology and the sensitive and special nature of broadcasting has led to no breakthrough in ways of management which is supposed to shift from institutional way to enterprise-oriented way. Thus, the establishment of modern enterprise structure to strengthen the industry also ends in vain. Broadcasting Group have gone through a gradual evolution under the mode of"single system, dual operation", but its mode of management , to a large extend, still follows the enterprise mode, which highlights the bottleneck faced by China's broadcasting groups.This paper focus on exploring the reason why our modern Broadcasting Groups have to wholly converse to industrial groups,establishing a modern enterprise system characterized by"clarified property rights, lucid responsibilities and power, scientific management and corporate governance". It will also strive to investigate the issue how to build a M-DSR mode consisting of powers of supervision, operation and decision-making based on strategic control.This paper is divided into seven chapters. Chapter I is Introduction, which mainly introduces the research background, literature review, research content and structure, research methods and the significance of the this topic. ChapterⅡis control mode of foreign broadcasting groups, which presents a comparative analysis of the Western modes of management and control of private and public media groups as well as the significance for Chinese broadcasting groups. Chapter III is an analysis of SWOT supervision mode currently employed by Chinese broadcasting groups, which analyzes in depth the advantages, disadvantages, challenges as well as opportunities of the current system. The analysis will start with the rise of broadcasting groups and the enterprise-oriented reform. Chapter IV is an overview of the establishment of modern enterprise system in Chinese broadcasting groups, in which the author will present an analysis of the evolution of policies for media industry as well as the interim policy of separation of propaganda and management. The author will also propose that an overall restructuring is fundamental way of establishing modern enterprise system in broadcasting groups. Mudanjiang news media group will be given as a typical example for case study.Chapter V presents a specific design for the establishment of M-DSR mode in Chinese broadcasting groups. It will draw lessons from supervision mode of enterprises and take into account the propaganda policies of China. Chapter VI is an analysis of operating mechanism under M-DSR mode in modern broadcasting groups, which includes the analysis of editing management, business and financial management as wells human resources management. Chapter VII presents a summary and an outlook.