Research On The Management Status And Innovation Of Media Industry Organization In China

Management is the basis for the persistence development of the business, andinnovation is the impetus for the sustainable development of the business. It is not enoughfor the business to exist only maintaining. It is necessary for the business to adjust thecontent and target incessantly in order to adapt to the environment. Both scholars and managers paid attention to the research on Media Managementthese years. The related research goes deeply for the deadline of opening is nearer andnearer after our country joined into WTO. However, the management innovation of themedia industry organizations in China is a complicated issue, and the research on themedia industry is quite special comparing with others. The domestic media industry organization will face more risk while conforming andthe competition will prick up. The discussion how the media industry organizations servefor the society and focus on the change should be more and more important. This paper summarizes the theories of management innovation first, analyzes thesuccessful experience of the foreign media industry on information recourses, runningsystem and human recourses. Then, it analyzes the management and economy gist ofmanagement innovation, introduces the contents, including the innovations of operationmodes, organization frameworks, management methods, systems and culture, bases uponthe actuality that the media industry has become a certain scale and the market has formed,analyzes the problems (the whole level is low, the policies are not suitable, the levels ofindustrialization development are imbalance for different areas), introduces PEST analysis,"Five Power" analysis, competitor analysis, human recourses, finance and corecompetence, give the demonstration for the management innovation through analyzing themedia groups. At last, this paper suggests the media industry organizations pay attention tothe brand construction and operate collectivizingly.