The Research On Regional Media Organization Reformation And Its Resources Re-allocation

The core-concept of the research in media-ecology is the "media-ecosystem". Media-eco-structure and the societal structure are highly interrelated and both are parts of the social-eco-system. This paper uses the concepts of ecology as the theoretical basis to examine the media industry in Guangdong Province and Zhu River Delta Area with the five social-ecological factors: the factor of politics, economy, culture, geography, and receivers. As the leading province in media-industry and one of the hedge stones of Chinese economy, the media-industry in Guangdong Province has experienced the enormous growth and become the experimental place for the media-reformation. As the press and broad-casting business leading the way of serving an ever larger economical-scale and being more corporatized, the media-contents industry, the broad-casting industry, the print-press industry and the electronic media industry are all standing on the leading edge of Chinese media-reformation. An example to the above statement would be the media content industry. It had become the main brand of the cultural industry in Guangdong Province, and the model of the marketization of the media to the nation. The media industry in Guangdong Province has transformed into a more differentiated and multi-plicate segregation. Among all the media groups, the competition has been elevated from news-collecting, publishing and advertising into a higher level of competition of brand competition, say, corporate strategies. Such competition has even pushed the experiments on the cross-industry and cross-area scale reformation of the media industry.There are still potential threats and problems in this positive media reformation and among all the media, however. So this paper provides some new strategies for growth which are based on the concepts of a balanced ecological system: 1. To replace the traditional concepts about competition by thinking of building a mutually beneficiary relationship. It is very important to clarify that a win-win strategy would usually be more worthy and also more ethical than a strategy that may be employed in a cut-throat competition situation when there are two or more media competing in the market. 2. Collaboration by playing more differentiated roles among all players, because every market is now becoming an influential factor in the management thinking. It is also the reason and the fundamental force of all the merges and alliances among different media corporations in the recent years. This trend has allowed thelabor (the professional people), the capital, the product (or material) and the information to be exchanged and shared in a larger circle, which makes the resources to be allocated more efficiently and thus reduces the operational costs. 3. To implement a long-term win-win strategy. The traditional media management considers the market to be just a field for fighting. This usually leads to the more short-sighted strategies when in competitions. It is essential for the media industry to form a long-term eco-structure that incorporates "corporations in the competition, and competitions in the corporation".The examination of all the media resources in the Zhu River Delta Area and the offering of a "grand view" of the ecology of media industry definitely have a strong value of making more reasonable allocations and distributions of those resources, and eventually form a stronger and healthier grand media industry in more and more provinces of China.