The Research On Evaluation And Integration Approach To Broadcasting, Film & Television Media

As China's mass media sectors such as radio, movie and television have all moved from the planned economy to the market economy, the managing model of mass media will definitely determine their survival, development and future when facing increasingly fierce market competition, although the industrial function of mass media business and the promising development prospects are becoming obvious. There are still huge differences in the interaction, cooperation, resource sharing and interest-sharing etc among different sectors of the mass media and the inadequate development and utilization of the existing resources. Therefore, it is inevitable for the mass media to optimize the resource usage and to integrate the resources in order to guarantee the smooth development of mass media business.Starting from the definition, examination and evaluation of mass media resources, this paper, systematically and comprehensively, analyzes the development process of China's mass media as well as its opportunities and environment, proposing the media should be developed and expanded by means of marketing management and industrialization in face of globalization and overall marketing trend.On basis of the above, this paper focuses the evaluation approach of the mass media resources, applying the"Boston Matrix"method to the mass media industry with originality. It designs a practical financial evaluation index following a construction of the core human resource management model which is suitable for the mass media industry. Moreover, the paper studies on the basic concept of the mass media resource integration and further works on the integration approach and strategy of the three core resources in the mass media i.e. channel resource, financial resource and human resource and then concludes with the operation method for the mass media resource integration along with the developing and integration model of the mass media resources in a systematic perspective. In terms of application value, the paper examines and evaluates the core resources of the Hunan Broadcasting, Film and Television Group, proposing the strategies and solutions to the resource integration of the Group, solving the problem of mass media resource evaluation and integration in a proper way. Thus this paper has its own practical significance of guidance.