The Construction Of The Corporate Culture In China's Media Groups

Since 1990s, the management of media as an industry and the establishment of media groups has become the trend of the development of the China's media. But the development of the China's media group meets both pressure from the interior integration and exterior competition, whose solution depends heavily on the improvement of the group management.How to improve the group management? The thesis holds that China's media groups can learn from the advanced experiences of management applied in the enterprise field and take over the theory of the corporate culture to realize the management efficiency of the groups by integrating the culture on the levels of material, system and spirit. However, with both political and economic characters, the media groups can not make a direct application of the theory but base it on the analysis of their status quo.It explores the significance and workability of the construction of the media groups and analyzes the constitution of the corporate culture to be built. Then, it raises the basic ideas on how to construct the corporate culture in the groups which include the basic principles, basic contents and basic procedures.