| By analyzing,this thesis makes both positive and normative research into the innovating processes that mass medium institution has beenengaged in ,which is one of the ways media live on。 In an endeavor to construct a framework of systematically analyzing media innovating and practicing as well, it focuses on two dimensions-behavior and competence,in the view to such involved parts as the derivation of value in medium products,evaluation of innovative merits,designing of marking and some constraints involved。 Media growth is defined as media continuous state that can be represented by an increase in "quantity" and a "transform" in quality. As some physical output,media products represent the outcome of all of the innovative behavior and actually mark media growth 。Media growth results from its external market structure and its internal competence 。Assuming that media organization is the subject of innovative behavior,this thesis chooses innovative behavior from external-based growth advantage and internal-based core competence advantage for the purpose of considering and measuring innovative efficiency and its constraints involved 。In the sense of media organization, media actual product innovation efficiency is constrained by 1)external media Industry and market structure 2)media market position 3)media cognition of target group and contact habits 4)media management system 5)internal media competence core rigidities 6)organization system 7)resource level 8)management conception。It is imperative for media to improve the conditions for innovating and breaking through constraints, internal and external, by discovering new knowledge,developing the ability to learn,forging media entrepreneurs'spirit and cultivating unique media innovative culture。 Accompanying media market short-term supply into surplus,innovative value objectives into relationship creation through transaction,cost innovative ,differential innovative,full value innovation are presently fundamental value direction for media innovating and establishing stable relationship。 Media product innovating is not so simple as mere maximizing of it。 As one of the ways of media growth, innovative activities are supposed to be examined by the two index of time priority and space 。In the dimension of timing, the growth of innovative value can be divided into initial innovating, imitation innovating and imitation,each taking different market risk and profit efficiency,and among which imitation innovating is the optional model in Chinese media innovative behavior。In other dimension , that is, special one, the path for the target market follows innovative timing--segmenting―-targeting ;And the comparative advantage is the basic direction for such a market guideline,which derives from transforming of media innovative to the opposite of massifing。 Innovative media products marketing is a processing of being examined and constantly modified。Optional price policy,access structure and the policy for establishing relationship and promotion mix policy can effectively make new products an easy marketing so that they can win full contact with target media users,using and identification, converting the value of media product value into the one of media users and finally having the edge of influencing resources。The planning for media product innovating is to realize the objective:how to reduce efficiency lost which results from the fact that innovating units restrain each other。 The core value of innovative planning lies in the coordination of innovative competence and innovative behavior。In this thesis, it is believed that this planning will start with how to expand the core competence, limited relevant diversity is the first direction for the strategy for fortifying the media。...
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