A Research On Innovation Mechanism Of Enterprise Media Group Under The Background Of Media Industrialization

The industrialization process of Chinese media is accelerating in recent years and the country has executed a series of national policies for cultural industries restructuring. Many state owned corporations try to seize the opportunity to extend their business to the media field. Yingda Media Investment Group (co.), which is a company wholly owned by the State Grid Corporation of China, established under this background. Since 2008, Yingda keeps growing in a rapid speed. Now, it has set up a media system with two media matrix and six operative segments. The present study argues that the key to Yingda's success is the effectiveness of its management, production and operation system. By analyzing its creativity in business management from a micro perspective, the study tries to summarize the successful experience of Yingda, which is hopefully contributive to the Chinese cooperation media group as well as traditional institutional media group running.