A Study Of Content, Characteristic, Strategy About The Modern Broadcasting Media Management

The world wireless broadcasting, with the longest history in the electronic media, emerged in twenties of last century. The industry of public broadcasting in our country came into being on December 30^th in 1940 in Yan'an, and so far it has moved on for over 60 years. With the transition of the world political formation and the configuration of economy and society, the world broadcasting industry also has been going through a continual renovation, and so that it presents different institutions of management and modes of working. Nowadays, under the double extrusion from the traditional media and new rising mobile media, broadcasting are facing a new round of austere challenge and trial. So how to be and how to go is the emergent problem in the new century.Since the media industry has been admitted in home and overseas field, management in the development of broadcasting industry necessarily became the critical problem, which is also the precondition for broadcasting to survive and break through successfully. As far as the overseas media are concerned, there have been much valuable experiences in practice in broadcasting management, while obviously, there will be a long way to go for us. As for the broadcasting management in theory, there is only summation of experiences or transplant of knowledge of economics and management, and it hasn't formed a referential theoretical system which is combined with Chinese situations.Due to this consideration, having a systematic and comprehensive study on the management of broadcasting media in our country is the fundamental task of this thesis. Based on the existing environments of modern management of broadcastingmedia, as well as the analysis of the institution and traits of the modern media management through present macro-situation and micro-case-study, the paper explores the general law of management countermeasure of modern broadcasting industry.This thesis is composed by eight parts:The first part: Prolusion, based on the present situation of broadcasting media and the present status on broadcasting operation and management, puts forward the issue of broadcasting operation and management system research, explains the aim , significance, main contents, research method and innovation of the research.The second part: theory foundation and background research. This part defines the concept of management and its special role in broadcasting media, induces the development of management theory from the historical point of view, provides several management system mode of world broadcasting media, sets forth the exploration of Chinese broadcasting operation and management in this field .The third part: living environment research. The management of broadcasting media is within macroscopic common environment system and microcosmic operation environment system. The author in the consideration of the specific situation of our country makes a analysis which includes economic environment, political and legal environment, social culture environment, technology environment, product management and advertisement operation and so on.The fourth part: management content research. The strategic management decides the specific elements of operation and management. This part analyzes the four steps—analysis, choose, implement and evaluation in strategic management, discusses the specific contents of broadcasting media operation and management which includes propaganda management, resource management, product management and advertisement management and so on.The fifth part: study of characteristic of management. Investigate the facts development of the modern broadcasting media, and reveal the four characteristicsof the domestic management of broadcasting media: The characteristic of duality, the characteristic of market strategy, the characteristic of increased income multiply, the characteristic of brand creativity.The sixth part: operation and management solution research. This part analyze the problem and opportunity of our broadcasting media, indicates the solution to modern broadcasting operation and management: frequency specialization, management frequentization, operation industrialization.In the end, the epilogue. The author in the light of the realistic need of broadcasting media operation and management, generalizes the mode transform, environment element, management contents and operation characteristics to give prominence to the theory support to broadcasting operation and management solution and trend.