A Study On Establishing Learning Organization In China's Mass Media

The 21st century is the era of knowledge economy, production, dissemination, exchange and utilize of knowledge become a major driving force of economic growth. Sources of social wealth transfer from tangible assets to intangible assets-knowledge and learning ability. Media is a knowledge-intensive industry, the media company's competition is the competition of knowledge, and actually it is competition of learning ability. Enhance the creativity and innovation of organizational is the key of core competitiveness of media Company.How to improve media's creativity and innovation? A forefront theory in Western provides us with new vision and methods, and the theory is learning organization theory. Construct the media into a learning organization, is to let the media become a good organization at learning knowledge, creating knowledge, and gathering new knowledge to enhance the core competitiveness of the organization.In recent years, many media building learning organization under the promotion of the party and the government, therefore there were rarely media understand and master the theory and methods. It is for this, this article explores the path of construction of learning organization from the learning organization theory for the purpose to cultivate and enhance the core competitiveness of the media.Firstly, this article reviewed the basic theory of the core competence and learning organizations and the domestic and foreign research, and described correlation between the core competencies and learning organization theory,and reveal that building a learning organization is an effective way to develop and improve core competitiveness of enterprises. On the Basis of the knowledge capital management theory, this article analyzed the organizational characteristics of the media. The knowledge characteristics of media determine the media organization is knowledge-intensive enterprises; the knowledge capital is the key elements in the core competitiveness of the media. the media's success is more dependent on knowledge capital accumulation and operation than general business. The learning organization is not only an effective platform for the operation of knowledge capital, but also promoting media company to learning and innovating continuously. Based on the analysis, this article proved that cultivating and improving the core competitiveness can not be separate from the construction of the learning organization. Secondly, this article descript the current development of media company in China. Chinese media is undergoing rapid changes in internal and external environment. Economic globalization, information networking, resources to knowledge, the manager to People-oriented, learning all life have changing media outside environment, and show a higher demand to media production, operation and management. Media need to improve the adaptability and learning ability of organization in order to meet international competition. At the same time, China's media is undergoing profound system transformation and digital transformation. Media must build a new ability system to establish the modern enterprise management system. For the internal and external environment changes, Chinese media show a urgent need of learning the learning organization theory to complete the practice of innovation.This article constructed the ideal learning organization model of media on the basis of draw the merit of the mature organization model and summarizes the actual situation of Chinese media. The model regards the media as a complete, organic, dynamic system based on system theory. The system includes six subsystems of the "management, organization, personnel, technology, knowledge, learning,", and the six subsystems are interdependent and influence each other. From the overall interests of the media, six subsystems must be constructed to establish and show the effectiveness of the learning organization.Finally, this article put forward a focused and step by step building strategy in considering of the reality and development of media company:Vision Management proposed as the starting point, and it focusing on performance, capacity and knowledge management in order to raise the capacity of organization management innovation; For organizational change, building efficient and flexible flat organizational structure, improving the responsibility, rights and interest system, and transforming the process to the adaptability of organization; Setting up the new concept of learning, motivating employees to change mental models, and carrying out effective organizational learning in order to improve organizational learning capacities; building a learning media companies culture to merge learning and innovation into the company's core values, use the culture to cohere core competitiveness of enterprises; Finally, constructing technical systems to improve the efficiency of resource use and the level of knowledge sharing of organization to promote the healthy operation of the knowledge capital, and enhance the core competitiveness of the media. Creation of learning media organizations is the inevitable requirement in the transform from the era of industrial economy to the era of knowledge economy, the powerful weapons of media's organizational change and management innovation, and the effective way to cultivate and improve core competitiveness of media.