Internationalized Management Of Chinese Media Enterprises Under The Background Of Global Soft Power Competition

Globalization has changed the industrial structure,changed the traditional way of production and dissemination,and shifted the focus of global competition from manufacturing to cultural industries.The essence of this kind of cultural competition and internationalization is the competition among countries in their soft power.Weak international communication power has caused China's discourse power in the international market to be weak.Western countries' "China threat theory" and "Chinese espionage theory" have always been mainstream views.Therefore,it is imminent to improve soft power.The internationalization of culture at the national level and internationalization of the system,the internationalization of media companies at the enterprise level,and the internationalization of cultural products at the product level are the three forms of “going global”.This paper selects the enterprise level to conduct research because the media companies are easier accepted by the international market,it is easier to spread our country's culture and improve China's media soft power,cultural soft power,and system soft power.The first chapter of this paper proposes the research background,core concepts,research significance,research content,innovation points and combing relevant literature at home and abroad.Chapter two starts from the global soft power competition and uses data to clarify the status of China's soft power.And the inadequacies of the media companies are reflected in the need to enhance international communication,enhance cultural self-confidence,disseminate institutional beliefs,and obtain economic benefits.The third chapter uses media data related blue book and international reports to analyze Chinese media companies.The status quo of internationalization in resource endowments,target markets,media products,media services,and the path to internationalization has drawn the conclusion that the internationalization of China's media companies has advantages but at the same time it also has disadvantages that cannot be ignored.Chapter four: From the four perspectives----working capital,markets of management,marketing communications,and talent management----it analyzes the problems in the internationalization of media companies.Chapter five proposes solutions to the problems found: the construction of working capital,the diversification of cultural and financial products,and the integration of international funds;establishing an International market selection model,and how to select the entering path;diversified international marketing strategy,promote the dissemination of technological innovation;improve personnel management system,strengthen research linkage and integration of international talent.