The World Agencies Management Research

In media economic and media management studies, there have been many studies on press, network, radio and television, but few about news agency, especially systematic studies on the World Agencies. This research explores this blank field.This paper analyses it from macro-level, industry-level and micro-level comprehensively by microeconomics, management and other theoretical tools.The author points out that the main basic feature of the World Agencies' information industry production is specialization and sums up six specialized concepts of the World Agencies. Based on specialization, the World Agencies achieve economies of scale, expand economies of scope, and have become the economic giant. This development and the corresponding country history are linked together, and the interaction between country rise and the agencies as the important part of " soft power" has been demonstrated.During comparing the property model of the World Agencies, the author points out that there are four different models: joint-stock system, the joint stock cooperative system, semi-official system and official system. The strengths and weaknesses of the models are discussed separately.This research uses the industrial organization theory in industrial economics to analyze the structure, conduct and performance of the World Agencies systematically, and indicates that the information product market of the World Agencies belongs to oligopoly market. After the discussion about the conduct of price strategy, product strategy, competition strategy and other aspects, the author advances six criterions about market performance: l).the better financial situation; 2).the positive externality; 3).the extensive application of communication technique; 4).saving transaction cost; 5).the popularity of products; 6).the expansion of market border.Furthermore, this research pays attention to the core competence of the World Agencies, and six elements of the World Agencies' core capacity are put forward:First, the ability of human capital—the most important asset of the World Agencies is the person with international vision. The knowledge intensity, management intensity, capital intensity, personnel intensity and technology intensity of production are all set up on the base of creative talent.Second, the ability of content supply—the World Agencies use balance report , validate principle, increasing the rate of news initial issue and self-adoption to strengthen the strong ability of content supply.Third, the ability of technical support—one of the signs of world-class agency is the leading technical. There are four features: 1 .it combines with telecommunication closely; 2.it focuses on the sustainable development of the agency; 3.it can drive information product upgrade and innovation; 4. the managers having the vision to anticipate and technology development strategy stress the long-term trend of information society and knowledge economy.Fourth, the marketing ability—the World Agencies serve different customers through horizontal marketing ability while adapt customers' different change through vertical marketing ability. The important method of vertical marketing is customized marketing.Fifth, the World Agencies pay attention to organization revolution keeping pace with the times, use objective management, establish matrix team flexibly to build fiat structure.Sixth, the strategic alignment ability—two strategies integration—the integration between enterprise mechanism and market mechanism and between product function and customers demand. All resource is integrated to the same platform to satisfy omni directional demand of different media and different products.This paper presents six new criterions about the World Agencies in digital media age further.